Squishmallows is expanding its plushy empire into beauty.

The viral toy brand is launching Squishmallows Fragrance, an inaugural line of fragrances inspired by its signature plush characters, which will debut nationwide at Ulta Beauty on Oct. 5.

Developed by fragrance veteran Joel Ronkin — who is cofounder and chief executive officer of Jennifer Aniston’s LolaVie , and has previously launched fragrances by Ariana Grande and Justin Bieber — Squishmallows Fragrance aims to capitalize on the teen perfume boom of recent years as well as the enduring growth of the fragrance category at large.

“We want to make this big,” said Ronkin, who is founder and CEO of Squishmallows Fragrance and a longtime friend of Judd Zebersky, founder and CEO of Squishmallows’ parent company, Jazwares. “We put

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