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Berkshire’s sneaky plush-to-Hollywood pipeline
Turns out one of Berkshire Hathaway’s more surprising assets isn’t a railroad or insurer — it’s a toy brand. Through its ownership of Jazwares, Berkshire has a stake in Squishmallows, the squishy little internet celebrity that went from TikTok obsession to full-blown licensing machine.
Amazon MGM says: let’s make it a movie
Now Amazon MGM is developing a family film around Squishmallows, with Jazwares co-producing. No release date yet, and the movie format is still TBD — animated, live-action, or some Frankenstein hybrid of the two. But the headline here is simple: one more big-screen moment could turn a pillow-with-eyes into an even bigger consumer brand.
Why investors should care
For Berkshire, this is the kind of random-but-real upside that comes from owning a massive, weirdly diverse portfolio. Jazwares wasn’t exactly the reason Berkshire bought Alleghany in 2022, but it’s now acting like a bonus track that could matter more than anyone expected.
- More brand awareness can translate into more toy sales
- A movie tie-in can turbocharge licensing and merchandising
- And for Berkshire, it’s another reminder that the conglomerate’s hidden corners can still surprise you
Big picture: Berkshire didn’t buy a plush-toy brand to go Hollywood — but if Squishmallows becomes the next “cute thing everyone buys at the airport,” nobody at Omaha is going to complain.