Gold Coast-based consumer products company Scout.Supply has secured a national distribution deal with Coles for its SquishOz collectible toy range, with 20,000 units rolling out to stores across Australia in the brand's largest retail milestone to date.
The deal marks a rapid escalation for the squishy sports-themed toy line, which launched 18 months ago at the 2025 Australian Open and has since amassed a portfolio of licensing partnerships spanning some of Australia's biggest sporting properties.
Scout.Supply, which was founded by Mermaid Beach entrepreneurs Kevin Painter and Jase Alpen, developed the SquishOz range which comprises soft, squeezable collectible figures tied to major sporting teams and events.
Painter and Alpen founded the company after discussing business ideas over a few beers.
They say what started as a conversation between mates has evolved into a growing Gold Coast business working with some of Australia's most recognised sporting organisations, retailers and brands, with the founders continuing to pursue new opportunities across licensing, retail and consumer products.
The company has already locked in licensing agreements with the Socceroos, State of Origin, AFL clubs, the Wallabies, the Australian Open, Surf Life Saving Australia and Formula 1's Alpine Team.
"SquishOz actually came about while I was putting my kids to bed one night," says Painter, the managing director of Scout.Supply.
"I was looking at the toys they loved playing with and felt there was a gap in the market for something fun, collectable and connected to the sports and teams Australian families are passionate about.
"From there, we started developing the concept and it's been incredible to see how quickly people have embraced it."
Painter says the Coles agreement represents the biggest milestone in SquishOz's journey since launching last year.
"We've seen strong demand through our online channels since launch, so securing a national rollout through Coles is a huge step forward for the brand and something we're incredibly proud of," he says.
"Whether it's kids collecting their favourite teams, families watching the Socceroos at the World Cup or fans cheering on their state during Origin, seeing our products become part of those moments is incredibly satisfying.
"To now have SquishOz available in Coles stores nationally means even more Australian families will be able to get their hands on them, and we're excited to continue growing the brand through this partnership."
Stocking about 20,000 units nationally through one of Australia's two major supermarket chains gives SquishOz access to mainstream foot traffic well beyond specialty toy and hardware channels.
Painter has extensive experience in brand development and retail through his business Scout Brand Supply, which was formerly known as Dioz Group, a supplier of bespoke apparel and custom merchandise to Bunnings.
The SquishOz deal lands amid a broader resurgence in Australia's toy and licensing sector, which was reflected in the 2026 Australian Toy Fair in Melbourne which drew strong attendance from both domestic and international exhibitors.
Industry body Licensing International notes a confident new phase for the local market as brands increasingly look to entertainment, sport and nostalgia-driven properties to connect with consumers.
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