FOR IMMEADIATE RELEASE

SKY CASTLE ANNOUNCES LANDMARK PARTNERSHIPS WITH JAZWARES AND TOKIDOKI TO EXPAND STICKI ROLLS BRAND ACROSS PLAY & FASHION

Squishmallows & tokidoki Join Sticki Rolls Family 

Los Angeles, CA – September 9, 2025 – Sky Castle, a fast-growing innovator in the toy and digital content space, today announced a series of groundbreaking partnerships with globally recognized brands and digital content creators to expand its award-winning Sticki Rolls® product line. These collaborations with Jazwares and tokidoki will bring beloved characters and digital worlds into the hands of kids, teens, and kidults worldwide. 

Major New Partnerships 

• Squishmallows: Sky Castle has signed a worldwide product licensing agreement with Jazwares, makers of the beloved Squishmallows brand, to launch a line of Sticki Rolls capsules, Jumbo Sticki Rolls, and additional Sticki Roll SKUs featuring the global plush sensation, Squishmallows. This collaboration combines two powerhouse brands in collectible play and design innovation. Products will be available Fall 2026 worldwide. 

• tokidoki Collaboration: Through a new worldwide licensing deal, Sky Castle will release a tokidoki-themed line of Sticki Rolls, merging the brand’s signature art and storytelling with Sticki Rolls’ playful sticker formats. Renowned worldwide for its bold, Japanese-inspired artwork, rich character universes and influence in digital entertainment, the tokidoki partnership broadens Sticki Rolls’ design aesthetic and social media fandom. The product line will consist of Sticki Rolls blind capsules and Sticki Rolls Pendants. The products will launch in early Summer 2026. 

A Global Brand with Unique Innovation 

Already sold in over 60 countries worldwide, Sticki Rolls has emerged as a global sensation. Powered by a patent-pending system that transforms traditional stickers into wearable, sharable fashion accessories, each sticker is designed to affix to a rolling mechanism that attaches to bracelets, necklaces, and other accessories. This one-of-a-kind approach transforms collectible stickers into a personalized style statement that kids can wear, share, and show off—making Sticki Rolls a category-defining brand that merges fashion, creativity, and collectability. 

A Brand That Spans Generations and Interests 

Sticki Rolls has quickly become a cultural phenomenon by offering kids and families a platform for self-expression, creativity, and collectability.  

“Sticki Rolls is more than a product—it’s a platform where every roll and sticker is an opportunity for self-expression and collectability,” said Lev Nelson, CEO of Sky Castle, the maker of Sticki Rolls. “By teaming up with Jazwares and tokidoki we’re expanding the Sticki Rolls universe into new categories and genres, creating collectible experiences that reflect the diverse ways kids and teens engage with the worlds they love.” 

The brand’s popularity is also fueled by its fast-growing social media presence, led by explosive growth on YouTube where its official channel has already surpassed 1.1 million followers in a little over one year’s time.  

What’s Next 

Consumers can expect the first products from the tokidoki collaborations to debut at retail in Late Spring 2026 while Squishmallows expansions are slated for Fall 2026. Additional creator and influencer collaborations will amplify the brand across social platforms, bringing Sticki Rolls into millions of digital-first households worldwide. 

About Sky Castle 

Sky Castle is a creative powerhouse in the global toy industry, known for its award-winning products that combine innovation and entertainment!   

About Jazwares 

Jazwares, a Berkshire Hathaway company, is a leading global toy manufacturer with a robust portfolio of owned and licensed brands. Founded in 1997, Jazwares celebrates imaginative play with a progressive focus on identifying new and relevant trends to transform into high-quality products for consumers of all ages. Jazwares engages consumers through innovative play experiences with popular brands such as Squishmallows™, Pokémon™, Hello Kitty™, Star Wars™, Disney™, BumBumz™, and Adopt Me™. In addition to toys, offerings include virtual games, costumes, and pet products. Headquartered in Plantation, Florida, Jazwares has offices worldwide and sells its products in over 100 countries. For more information, visit www.jazwares.com  and follow us on LinkedIn, X, Instagram, and Facebook. 

About tokidoki 

tokidoki, which translates to “sometimes” in Japanese, is an internationally recognized and iconic lifestyle brand based on the vision of Italian artist Simone Legno and his partners, serial entrepreneurs Pooneh Mohajer and Ivan Arnold. Since debuting in 2005, tokidoki has amassed a cult-like following for its larger-than-life characters and emerged as a sought-after global lifestyle brand. tokidoki offers an extensive range of products which include apparel, handbags, cosmetics, accessories, toys and more. Simone Legno, tokidoki’s Chief Creative Officer, was born in Rome, Italy, and from a very young age developed a deep love of Japan and a fascination with world cultures. Combining Legno’s unique talent and creativity with Mohajer's business acumen, tokidoki has grown exponentially. As an innovative company, tokidoki is known not only for its eye-popping aesthetic and criminally cute characters but also its megawatt partnerships. tokidoki is on Facebook and Twitter at @tokidoki and on Instagram at 

@tokidokibrand. For more information visit: www.tokidoki.it  

Media Contact 

Carve Communications for Sky Castle  

Amy Friedland 

amy@carvecomms.com