Tweens Take to MushABelly Pillows

New York —Plush animals that double as chattering, squeezable pillows, the MushABelly line by home textiles resource Jay Franco & Sons seems to be a hit both in stores and online.

The company's Jay at Play division launched the MushABelly line last February, and kids and teenagers alike have taken to products not only for their sound chip-enhanced cuteness, but also for the virtual-play extensions of the brand.

Harkening back to the individual-identity factor that made Cabbage Patch Kids a phenomenal toy hit a generation ago, each MushABelly comes with its own game card and “Student ID Passcode” that allows its owner to enroll in MushABelly University, at the company's website.

“We're thrilled that consumers have been so completely won over by our lovable, laugh-a-minute characters,” said company principal Joseph Franco. “Our goal is to keep giving customers more reasons to love MushABellies.”

JCPenney, Kohl's, Mervyns and Linens 'n Things are among the retailers carrying the line.

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