How Swerve Helped Jazwares Become a Canadian Toy Powerhouse
Jazwares is a globally recognized toy company with an unmatched portfolio of iconic brands — from Squishmallows, Pokémon, and CoComelon, to AEW, Cabbage Patch Kids, Roblox, and more. With offerings spanning from preschoolers to adult collectors, Jazwares’ core mission is clear: to create unforgettable play experiences for families.
When Jazwares entered the Canadian market, they needed a strategic partner to help amplify their presence and build brand loyalty across a complex and competitive landscape. That’s where Swerve Strategic Marketing came in. As a trusted growth partner, delivering measurable results that helped shape the brand’s Canadian story, resulting in Jazwares growing from new entrant in a crowded market, to becoming the 5th largest toy company by revenue in Canada.
Client: Jazwares
Industry: Toy, family, lifestyle
Agency Role: Earned PR, Influencer, Events
Location: Canada
Strategic Execution Across Brands and Audiences
The Challenge
With a diverse product line targeting multiple demographics, Jazwares required customized go-to-market plans for each brand, while maintaining a cohesive national marketing strategy. The complexity of this task — spanning PR, events, paid/earned influencer campaigns, and more — called for deep industry experience and cross-channel execution.
Our Approach
As Agency of Record for over six years, Swerve worked hand-in-hand with Jazwares Canada to manage:
Strategic Planning
Earned PR & Media Relations
Influencer Marketing (Paid + Earned)
Experiential Activations & Events
Social Content & UGC Strategy
Holiday and Tentpole Campaign
We developed annual and brand-specific plans, each aligned to unique product goals, retail timelines, and audience insights. Our campaigns reached families and fans across Canada — from parents of toddlers to millennial collectors.
Program Highlights
Squishmallows Fan Expo Takeover
We brought the viral plush phenomenon to life at Canada’s largest pop culture convention. With over 84 influencer and fan posts and more than
18 million impressions, the activation earned national attention, including a primetime feature on CBC News.
Jazwares Holiday Media Tour
We created and executed an exclusive “Viral Toys” holiday media tour hosted by beloved TV personality Patty Sullivan, securing high-value placements just as holiday shopping peaked.
CoComelon Surprise & Delight Mailer
Custom mailers featuring QR-coded YouTube episodes and curated toy bundles were sent to top-tier parenting influencers. These packages brought CoComelon’s on-screen lessons to life in Canadian homes and drove organic content creation across Instagram and TikTok.
The Results
Over the course of our partnership, Swerve helped Jazwares grow from a relative newcomer to Canada’s 5th largest toy company by revenue — ultimately leading to its acquisition by Berkshire Hathaway.
- Led the launch of Squishmallows in Canada, now the #1 toy in the country for three years running
- Helped shape the brand’s Canadian story resulting in Jazwares growing from new entrant in a crowded market, to becoming the 5th largest toy company by revenue in Canada
- Exceeded KPIs for earned media, influencer ROI, and event engagement year over year
- Helped Jazwares build brand equity, retail demand, and fan engagement in one of the most competitive toy markets in the world
