I thought the squishmallow pillow was a gimmick — but I tried it and now it’s my new favorite for under $35

Are you obsessed with the Squishmallows or know someone who is? Yes, I mean the plush toy. If you ever dreamt of getting a good night's rest on a Squishmallow-like pillow, you're now in luck.

Jazwares, the brand behind the viral plush animal toys, has now released the SquishPillow — featuring its proprietary poly-fill and soft velvety cover promising a "perfect blend of comfort and function". Available to buy at a competitive price starting from $29.99 for a standard size, you also have the option to choose from two firmness levels (medium-firm and firm) to suit your sleeping style.

However, I wondered if it all sounded too good to be true. Having the experience of reviewing some of the top pillows in the market crafted by specialist bedding brands in the US, I had my doubts about how a plush toy company would measure up in comparison.

So I decided to test one for myself and see the results — and I was pleasantly surprised. Scroll down to know more about the SquishPillow, its major benefits and if it really is worth the hype...

SquishPillow by Original Squishmallows: Price & trial

• Available to buy in two sizes
• Competitive price starting from $29.99
• Available to buy exclusively at Target

The SquishPillow comes in two sizes, starting from $29.99. Compared with other bedding brands, this is definitely a more affordable price point. For reference, the Coop Original Adjustable pillow, our top pillow overall, is priced at $85 for a queen size (currently 25% off for Black Friday at Coop Sleep Goods).

A close rival would be our top budget pick in the guide, the Amazon best-selling Beckham Hotel Collection Down Alternative, which typically starts from $59.99 for a set of two standard pillows (now up to 48% off at Amazon). This means an individual pillow will cost around $30, which is the same price as a standard-sized SquishPillow.

Since its release earlier this year in June, we haven't spotted any savings on the SquishPillows and considering its price point, we don't expect a huge discount in bedding sales.

The lack of deals aside, you have the option to return your SquishPillow to any Target store or Target.com within 90 days from the date of purchase (as per the return policy), but it does not come with standard bedding benefits like a sleep trial or warranty.

SquishPillow by Original Squishmallows: standard from $29.99 at Target
You can now choose from two sizes (standard and king) and two firmness levels (medium-firm and firm) to suit your sleeping style. While it doesn't include a sleep trial period or warranty, you can return your SquishPillow within 90 days from your date of purchase from Target.

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Unboxing my SquishPillow by Original Squishmallows

• Arrives expanded and ready to sleep
• No expansion time required
• Comes encased in signature Squishmallows fabric

The SquishPillow by Original Squishmallows came fully expanded in an easy-to-open bag. It basically arrives ready to be used and does not require any expansion time.

Attached to the bag is a small tag with a piece of the velvety micro-plush fabric cover (the same you'll find on your Squishmallow), giving a feeler of what's awaiting you inside.

Unlike the other memory foam and microfiber pillows I've come across, this didn't particularly need any rigorous fluffing and that means no off-gassing either.

My first week of sleeping on the SquishPillow

Night 1: Plush yet super supportive for your head, neck and shoulders

The SquishPillow currently comes in two firmness levels: medium-firm and firm (a soft version to be launched soon). According to the brand, the medium-firm is recommended for back and combination sleepers, while the firm model is suitable for side-sleeping. As someone who primarily sleeps on my side, I opted to test the firm SquishPillow

First things first, as soon as I felt the piece of fabric attached to the bag, I was excited to try it. The velvety cover is straight out of a Disneyland dream — super soft and cozy, reminding you of your favorite childhood plush toy.

Contrary to my initial expectations, the firm SquishPillow proved to be perfect for my sleep. The signature poly-fill found in Squishmallow toys, encased once in 100% organic cotton and then the micro-plush cover, provided the right amount of contouring for my head, neck and shoulders.

The best part? My SquishPillow didn't budge at all during the night, even though I alternated between side and back sleeping.

After a week

After almost a week of sleeping on it, I'm super impressed by my SquishPillow. It largely delivers on the brand's claims of providing "personalized support while keeping things cozy all night long."

However, I wouldn't rank the firm SquishPillow as necessarily 'firm' especially when comparing it with options like the Tempur-Pedic Tempur Neck, which basically is a super-firm single block of light-contouring memory foam (read my Tempur-Neck Pillow review for more details).

I find it to be more medium-firm and on the plush contouring side — gently holding up your head, neck and shoulders while staying consistently supportive throughout the night.

Even though the brand says the firm SquishPillow is for side sleeping, I found it to be perfect for my combination style (side and back) which is a useful reminder that different body types and sleep preferences do matter.

One downside would be the lack of any cooling capabilities, apart from the organic cotton cover that encases the fill. It's useful to note that I tested the SquishPillow during a particularly cold fall season in the UK and hence never woke up due to stuffiness or any discomfort (I also don't tend to overheat normally).

However, if you're a hot sleeper by nature, I would recommend a dedicated cooling pillow like the Casper Hybrid with Snow Technology.

SquishPillow by Original Squishmallows: My early thoughts

I'll have to borrow the words of Laura Zebersky, the President and Chief Commercial Officer at Jazwares, to effectively describe the SquishPillow— "Ultimate blend of comfort, functionality and squishiness."

Overall, I think the SquishPillow priced at $29.99 from the Original Squishmallows is a great value purchase. Its affordable price point and excellent performance means that it rivals the Beckham Hotel Collection Down Alternative pillow, and could therefor be a potential addition to our best pillows guide.

However, I do need more time to asses the pillow fully and rate it across the core parameters we consider in our testing methodology. From my first impressions, the SquishPillow is a great budget option to gift a loved one (or a loved one) this holiday season.