Marking its first year partnering with Canada’s premier music property, Squishmallows will celebrate Canadian artists through artist gifting, a fan activation at The JUNO Awards Broadcast, and playful new social content
TORONTO, ON (March 23, 2026) — The Canadian Academy of Recording Arts and Sciences (CARAS) and The JUNO Awards are proud to announce that Squishmallows, the global plush phenomenon from Jazwares, has joined The 2026 JUNO Awards as a Platinum Partner, marking the brand’s first partnership with Canada’s leading music awards property.
Through this new collaboration, Squishmallows will bring its signature style and personality into the world of Canadian music, creating memorable experiences for artists and fans while embedding the iconic brand within one of the country’s most celebrated cultural moments.
As part of the partnership, Squishmallows will gift select nominees and artists exclusive products from the brand. The initiative celebrates the spirit of Squishmallows while recognizing the creativity and individuality of Canada’s music community.
Squishmallows will also activate on-site during The 2026 JUNO Awards Broadcast at TD Coliseum, offering music fans in attendance the opportunity to engage with the brand through a vibrant experiential presence designed to bring the captivating Squishmallows world to life within The JUNOS environment. Additionally, Squishmallows will be collaborating with The JUNO Awards on social channels to highlight artists’ looks throughout the evening.
“We’re thrilled to welcome Squishmallows to The JUNO Awards. They’ve built a brand that’s all about personality, creativity, and connection, which makes them a natural fit for our stage. From celebrating artists to creating fun, fan-first moments, this partnership is all about bringing a little extra joy to JUNO Week.” said Allan Reid, President & CEO of CARAS / The JUNO Awards.
“Squishmallows has always been at the forefront of style, culture, and expression,” said Gerhard Runken, Chief Brand Officer, Jazwares. “Collaborating with the JUNO Awards provides an authentic Squishmallows experience that celebrates the musicians, fans, and creative talent revolutionizing the Canadian music scene.”
The 2026 JUNO Awards will celebrate the very best in Canadian music while continuing to bring together artists, fans and partners through culture-shaping collaborations. The addition of Squishmallows as a Platinum Partner further highlights The JUNOS’ role as a powerful platform for brands looking to authentically connect with Canada’s music community.
The 55th Annual JUNO Awards, produced by Insight Productions (A Blue Ant Studios Company), will air live across Canada at 8 p.m. ET/5 p.m. PT on CBC TV, CBC Gem, CBC Radio One, CBC Music, CBC Listen, CBCMusic.ca/junos and stream globally on CBC Music’s YouTube channel.
Get closer to Canada’s Biggest Week in Music! Download the JUNO Week App today for event schedules and real-time updates.
Web Links:
Official JUNO Awards website: www.junoawards.ca
Social Media:
Instagram: @TheJUNOAwards / X: @TheJUNOAwards / Facebook: @TheJUNOAwards /
Exclusive Broadcast and Content Partner:
CARAS acknowledges the financial support of FACTOR, the Government of Canada, and Canada’s Private Radio Broadcasters.
Premier Sponsor: TD Bank Group
Lead Sponsors: Skip, SiriusXM Canada, and Nissan Canada
Funding Partners: Music Canada, Province of Ontario, City of Hamilton, Tourism Hamilton, and Canadian Starmarker Fund
About CARAS
The Canadian Academy of Recording Arts and Sciences (CARAS) is a not-for-profit organization created to preserve and enhance the Canadian music industry and promote higher artistic and industry standards. CARAS’ mandate is comprised of four key pillars: Educate through our music education charity, MusiCounts, programs and initiatives; Develop emerging artists through mentorship and development programs; Celebrate Canadian artists with year-round JUNO Awards showcasing; and Honour music industry icons through the Canadian Music Hall of Fame. The 55th annual JUNO Awards Broadcast will take place in Hamilton at TD Coliseum on Sunday, March 29, 2026. For more information on the JUNO Awards or The Canadian Academy of Recording Arts and Sciences (CARAS), please visit www.junoawards.ca.
About CBC
CBC/Radio-Canada is Canada’s national public broadcaster. Through our mandate to inform, enlighten and entertain, we play a central role in strengthening Canadian culture. As Canada’s trusted news source, we offer a uniquely Canadian perspective on news, current affairs and world affairs. Our distinctively homegrown entertainment programming draws audiences from across the country. Deeply rooted in communities, CBC/Radio-Canada offers diverse content in English, French and eight Indigenous languages: Dëne Sųłıné, Dene Kǝdǝ́, Dene Zhatıé, Eastern Cree, Dinjii Zhuʼ Ginjik, Inuktitut, Inuvialuktun and Tłı̨chǫ. We also deliver content in Spanish, Arabic, Chinese, Punjabi and Tagalog, as well as both official languages, through Radio Canada International (RCI). We are leading the transformation to meet the needs of Canadians in a digital world.
About Squishmallows/Jazwares
Launched in 2017, Squishmallows™ has become a global sensation with 590 million+ lifetime plush units sold worldwide. Known for their ultra-soft texture, collectible appeal, and diverse cast of lovable styles, Squishmallows™ has built a devoted fanbase and cemented its place in pop culture. Jazwares™, a global leader in play and entertainment, continues to expand the Squishmallows™ universe through innovative collaborations, new consumer products categories, and unforgettable fan experiences.
Media Contacts:
JUNOS: Amandine Lucas, [email protected]