VidCon x Squishmallows' Human Claw

After a two-year hiatus, VidCon made its long-awaited return this June – bringing a community of 50,000 fans, creators, and industry professionals under one roof. From Spotify’s “audio tarot” station to YouTube’s “drive-thru,” dozens of the world’s most trending brands battled for attendees’ attention with out-of-the-box experiences. Out of over 100 activations, plush toy manufacturer Squishmallows took the cake with its “human claw machine,” allowing attendees to experience an arcade classic like never before. Sponsored by parent company Jazwares and made possible by Freeman, the colorful activation gave attendees the unique opportunity to dive into a giant plush pool of Squishmallows. After harnessing in, attendees were allotted 20 seconds to grab as many characters as they could. Despite this time limit, many waited up to four hours in line to try the experience for themselves. Adding to the thrill factor, the giant pit was sprinkled with rare and unreleased characters like Jack the Cat, valued at up to $700. Not only did the activation successfully draw in attendees, but it also made a massive impression online. Influencers like @CringeCarter and @Kaleigtv documented their experiences with the claw, resulting in millions of impressions on TikTok alone. Beyond social media, the brand has also secured media coverage on top sites like Yahoo, Vulture, Rolling Stone, BuzzFeed and NBC.