Squishables opens its first Indiana store at University Park Mall; other new entries, too

The newest tenant at University Park Mall in Mishawaka inhabits a small space directly across from Macy’s at the center of the regional center.

Called Squishables, the new retailer is filling space that was occupied by Urbn Sox until early this year, and it offers soft, fluffy toys that are meant to be squeezed and hugged as its name suggests.

Based in New York, Squishables are sold in 33 of its own stores across the country as well as at partner retailers like Barnes & Noble, Spencer’s and Sweet Treats Candy at the mall. But the Squishables store has its own unique line.

“The stores attract kids as well as adults,” says Ty Martin, manager of the new location, which includes several hundred types of stuffed toys ranging in price from about $11.99 for a key chain Squishable to $250 for a massive stuffed banana.

What sets Squisables apart from other stuffed toys is that they’re generally designed by artists and are unique since the company might opt to make a plush toy based on just about anything ― food, condiments, sandwiches, animals, UFOs and cryptids like Big Foot.

A entire line called Doctor Plague was inspired by the beak masks worn by doctors during the bubonic plague outbreaks in the 16th and 17th centuries.

“Some people are collectors,” Martin said. “Some use them to provide comfort.”

Squishables aims to build a relationship with customers with its Open Squish project, which encourages fans to submit and vote on designs for the chance to win prizes and the possibility of seeing their ideas become reality.

“Some of the Open Squish toys have become very popular,” says Martin, adding that the UP Mall store will be found by fans because of social media but will have to be discovered by new customers passing by.

The Squishable store is the first in Indiana, with the nearest locations currently in Novi and Grand Rapids, Mich., as well as Chicago.

The Squishable store created a buzz similar to the recent opening of Tropicana Ice Cream, a Goshen-based Mexican sweet shop, because both have a built-in following, says Christian Carlson, the mall’s director of marketing and business development.

At the same time, the mall also is looking forward to the opening of a new Perfumes Elite store just a few spots down from Squishables toward the end of July, as well as the opening of a retailer called Snack’d that will offer snacks from around the world in the spot recently occupied by the C-Store.

“Things are moving around, but we’re bringing in new retailers all of the time,” says Carlson. While other malls are struggling, closed or being redeveloped, UP Mall still has 90% occupancy, excluding the Sears space that it doesn’t control.

Though the mall succeeded in filling the former Bar Louie space with KPot Korean BBQ and Hot Pot earlier this year, it still is looking to fill the Granite City space with a new restaurant, says Carlson, adding that likely won’t be happening until 2025.

Email Tribune Market Basket columnist Ed Semmler at esemmler@sbtinfo.com