Judd Zebersky and the Squishmallows Story Behind Jazwares
Few toy executives can trace their company’s origins to a personal bet made on factory floors in rural China. Judd Zebersky can. In 1997, having left a law career, he flew abroad with no manufacturing knowledge and spent months learning the toy industry from the ground up. That foundation eventually supported one of the most surprising brand successes of the past decade: Squishmallows.
Zebersky earned his JD from the University of Miami School of Law and opened his own law practice. When he told his wife he wanted to make toys, she told him to follow his dreams. He did.
Immersion as Education
Rather than hire consultants or study the industry from a distance, Judd Zebersky embedded himself in production. He learned injection molding, blow molding, and rotocasting. He observed hair rooting processes and studied how engineering decisions shaped design and cost. He traveled to factories in remote parts of southern China that were not on conventional business travel maps.
Jazwares built its early catalog through licensed products tied to brands like Minecraft, Fortnite, and Sonic the Hedgehog. Two acquisitions expanded the portfolio: Wicked Cool Toys in 2019 added Pokémon, and Kellytoy in 2020 brought Squishmallows.
A Product That Changed Everything
Squishmallows are ultrasoft plush toys with personalities. Each one has a name, a squishday, and a biographical backstory. The line went viral on TikTok, attracted fans including Lady Gaga and Kim Kardashian, and sold more than 100 million units in a single year at prices from $5 to $30. The brand helped earn Jazwares a spot on TIME’s Most Influential Companies list and recognition from Fortune and Fast Company.
Alleghany Capital Corporation first invested in Jazwares in 2014, then took a majority stake in 2016. Berkshire Hathaway inherited the position through its acquisition of Alleghany in late 2022. Judd Zebersky stepped down as CEO on March 20, 2026. David Neustein, the company’s COO for 14 years, took over on March 23. Zebersky founded Jazwares Cares at the company’s launch and contributed $2 million to Joe DiMaggio Children’s Hospital alongside other philanthropic commitments. Visit this page to learn more.
More about Judd Zebersky on https://jazwares.uk/about-us/leadership