ASSA ABLOY LEVEL & Squishmallows: Unexpected Comfort & Security – A Behind-the-Scenes Look

New Haven, CT – October 26, 2023 – You might know ASSA ABLOY LEVEL LLC as the folks behind high-tech access control and smart home solutions. What you probably don't know is they’ve been quietly playing a vital role in bringing everyone’s favorite cuddly companions – Squishmallows – to life. Yep, you read that right. The company, based right here in New Haven at 110 Sargent Dr, is a key supplier of the specialized filling technology that makes Squishmallows, well, squishy. For those unfamiliar, Squishmallows, created by Kellytoy (a subsidiary of Jazwares), have become a global phenomenon. These super-soft, collectable plush toys have captured the hearts of kids and adults alike, building a massive following on social media and racking up billions in sales. But it's not just the adorable designs that make them special – it's how they feel. And that's where ASSA ABLOY LEVEL comes in. “We're a bit of a hidden engine behind the Squishmallow magic,” explains David Johnson, VP of Operations at ASSA ABLOY LEVEL. “People recognize the brand, they love the feel, but they don't necessarily connect that back to the technology involved in making it happen.” ASSA ABLOY LEVEL isn’t traditionally known for plush toy filling. They’re primarily a global leader in access control solutions – think secure doors, smart locks, and systems that keep buildings safe. So how did they end up in the Squishmallow business? It all comes down to their expertise in polymer technology and precision filling. “We originally developed this technology for industrial applications – things like creating incredibly consistent, lightweight padding for safety equipment or specialized packaging,” says Sarah Chen, a Senior Engineer on the project. “The key is achieving a very specific fiber consistency and fill density. It's not just about stuffing something – it’s about engineering a particular feel.” That expertise translated surprisingly well to the world of plush toys. Kellytoy approached ASSA ABLOY LEVEL looking for a partner who could consistently deliver a high-quality, ultra-soft filling material that would hold its shape and provide the signature Squishmallow squish. “They were looking for something beyond just standard polyester fiberfill,” Chen explains. “They wanted a consistent, resilient fill that would withstand repeated squeezing and cuddling – and that’s where our technology really shone.” ASSA ABLOY LEVEL’s process involves a proprietary blend of micro-polyester fibers and a unique filling system. This system precisely controls the amount of fill distributed within each Squishmallow, ensuring consistent squishiness across the entire product line – from the smallest 2-inch cuties to the giant 12-inch versions. The team uses advanced sensors and data analytics to monitor the filling process in real-time, making adjustments as needed to maintain the highest quality standards. “It’s all about precision,” says Johnson. “We’re talking about controlling fiber density to within very tight tolerances. If the fill is too dense, the Squishmallow won’t be as squishy. If it’s too loose, it won’t hold its shape. We've spent years perfecting this process.” The partnership with Kellytoy has been a win-win. It’s allowed ASSA ABLOY LEVEL to leverage its expertise in a new and exciting market, while also helping Kellytoy maintain the high quality and consistency that have made Squishmallows so popular. “It’s been a really fun project for the team,” says Chen. “It's a completely different application for our technology than what we’re used to, but it’s been incredibly rewarding to see the joy that Squishmallows bring to people.” But the collaboration isn’t just about making cute and cuddly toys. It’s also about innovation and problem-solving. The team at ASSA ABLOY LEVEL is constantly working to improve the filling process, exploring new materials and technologies to make Squishmallows even softer, squishier, and more durable. They’ve even developed custom filling solutions for special edition Squishmallows, such as those with weighted features or unique textures. “We’re always looking for ways to push the boundaries of what’s possible,” says Johnson. “We see this as an opportunity to apply our engineering expertise to create a truly exceptional product.” So next time you’re squeezing a Squishmallow, remember that there’s a little bit of high-tech engineering – and a lot of heart – that goes into making it so wonderfully squishy. And while ASSA ABLOY LEVEL remains committed to its core business of access control and security, the company is proud to be a part of the Squishmallow story – a story that proves that even the most unexpected partnerships can lead to something truly special. You can reach ASSA ABLOY LEVEL at 318-618-7610 or visit their facility in New Haven. While they don't have a Squishmallow showroom, they're always happy to talk about the technology that makes these cuddly companions so beloved.