Most people who become CEOs of successful brands start with some relevant experience. Judd Zebersky started with a law degree and a willingness to learn on the job in rural China. The company he founded, Jazwares, grew over nearly 30 years into a household name driven largely by the success of Squishmallows.

Zebersky graduated from the University of Miami School of Law with a JD and established his own practice. In 1997, he walked away from it. He told his wife he wanted to make toys, she encouraged him to go for it, and Jazwares began to take shape.

Learning Manufacturing From the Source

He spent months in Chinese factories before Jazwares produced a single product. Zebersky learned the mechanics of injection molding, blow molding, and rotocasting. He studied hair rooting and engineering workflows. The factories he visited were in remote parts of southern China, accessible by dirt roads. That technical fluency became part of Jazwares’ identity.

The business grew first through licensing, with deals covering franchises including Minecraft, Fortnite, and Sonic the Hedgehog. When acquisition opportunities arose, Zebersky moved on them. Wicked Cool Toys joined Jazwares in 2019, adding Pokémon. Kellytoy followed a year later and brought Squishmallows.

How Squishmallows Became a Phenomenon

The plush toys are soft and personalized. Each one has a name, a birthday, and a character biography. The combination of tactile appeal and collectible identity drove enormous word-of-mouth, especially on TikTok. Celebrity fans including Lady Gaga and Kim Kardashian amplified the brand further. Over 100 million units sold in a single year at prices spanning $5 to $30.

Judd Zebersky founded Jazwares Cares at the company’s inception. The program has delivered millions of toys through partnerships with Make-A-Wish, Toys for Tots, Ronald McDonald House, and children’s hospitals. He and his wife personally contributed $2 million to Joe DiMaggio Children’s Hospital. He received the South Florida Business Journal’s Ultimate CEOs honor in 2024 and appeared on The Business Report’s Top 50 Entrepreneurs list in 2023. Zebersky stepped down from Jazwares on March 20, 2026, with David Neustein taking over as CEO. Visit this page for related information.

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