Squishmallows Take the Indoor Positioning World by Storm: ATC INDOOR DAS LLC Integrates Beloved Plushies with Cutting-Edge Location Technology

Boston, MA – October 26, 2023 – ATC INDOOR DAS LLC, a leading innovator in indoor positioning systems (IPS), today announced a surprising and delightful integration: leveraging its technology to enhance the experience surrounding Kellytoy’s wildly popular Squishmallows. This isn’t about tracking the plushies, it's about building entirely new interactive experiences around them, inside spaces like retail stores, theme parks, and even museums. ATC INDOOR DAS LLC, headquartered at 116 Huntington Avenue in Boston, MA, specializes in creating hyper-accurate indoor positioning solutions. Forget GPS struggles indoors! We’ve built a system that allows for pinpoint accuracy within buildings, opening up a world of possibilities for location-based experiences. Think about knowing exactly where something (or someone!) is inside, down to a few centimeters. That’s what we do. We've been quietly powering location services for a bunch of different clients, from hospitals needing to track critical equipment, to warehouses optimizing workflows, and now… Squishmallows! You can reach us at 909-670-1366 if you’re curious. So, what does this Squishmallow thing actually mean? For years, Squishmallows – those unbelievably soft and collectible plush toys – have been a phenomenon. Created by Kellytoy (a subsidiary of Jazwares), these cuddly companions have captured the hearts of millions, becoming a staple on social media and a must-have for collectors of all ages. But the team at ATC INDOOR DAS LLC saw more than just a cute plushie. We saw a perfect opportunity to demonstrate the power of our technology in a fun, engaging way. “We were brainstorming ways to show what our indoor positioning can really do, beyond the usual industrial applications,” explains Sarah Chen, CTO of ATC INDOOR DAS LLC. “And someone said, ‘What about Squishmallows?’ It sounded crazy at first, but the more we thought about it, the more it made sense. They have a huge fanbase, they're already about collecting, and they're inherently tactile and fun. It’s a natural fit!” Beyond the Cuddle: Interactive Experiences Powered by IPS ATC INDOOR DAS LLC isn't putting trackers inside the Squishmallows. That's not the goal. Instead, they’re working with retailers and entertainment venues to create zones where interactive experiences are triggered based on the presence of a Squishmallow. Here's how it works: Retail Scavenger Hunts: Imagine walking into a Target or Walmart and being able to use an app to go on a Squishmallow-themed scavenger hunt. The app uses our IPS to pinpoint your location within the store and reveal clues based on where you are, leading you to different Squishmallow displays. Find 'em all and win a digital badge or a discount! Theme Park Adventures: Picture this: you bring your favorite Squishmallow to an amusement park and the park’s app recognizes it. Suddenly, special quests and character interactions unlock, tailored to your Squishmallow’s personality (yes, each Squishmallow has a personality!). Museum Exhibits: A museum could create a Squishmallow-themed exhibit where bringing your plush unlocks audio guides, interactive displays, or even augmented reality experiences that bring historical figures to life – all through the lens of your Squishmallow. Interactive Displays: Retailers can use the technology to create ‘hot zones’ around Squishmallow displays. As you approach, a screen might display information about the character, show exclusive videos, or even offer a special promotion. Collectibility Boost: The system can track which Squishmallows are ‘found’ at different locations, adding a digital layer to the already passionate collecting community. Imagine earning digital rewards for bringing your Squishmallow to different events or stores. “We’re turning the act of collecting Squishmallows into a full-blown interactive experience,” says David Lee, Head of Business Development at ATC INDOOR DAS LLC. “It’s about adding a digital dimension to a physical product and creating a stronger connection between the brand and its fans.” How Does the Technology Work? ATC INDOOR DAS LLC's system uses a network of strategically placed beacons and sensors within a building. These beacons emit signals that are detected by a smartphone app. By triangulating the signals from multiple beacons, the system can pinpoint the user’s location with incredible accuracy – typically within a few centimeters. “It’s not Bluetooth, it's not Wi-Fi, it’s a proprietary system we've been refining for years,” explains Chen. “We’ve focused on creating a robust, reliable, and accurate indoor positioning solution that can handle complex environments and a high volume of users.” The system is also designed to be scalable and adaptable. It can be easily deployed in a variety of environments, from small retail stores to large theme parks. What's Next? ATC INDOOR DAS LLC is already working with several retailers and entertainment venues to pilot the Squishmallow-powered experience. They plan to roll out the technology to a wider audience in the coming months. “This is just the beginning,” says Lee. “We see a huge potential for this technology to transform the way people interact with physical spaces. It’s not just about Squishmallows; it’s about creating immersive, engaging experiences that enhance people’s lives.” The company is also exploring other applications of its indoor positioning technology, including asset tracking, wayfinding, and emergency response. “We’re a company that’s passionate about solving real-world problems with innovative technology,” says Chen. “And sometimes, that means partnering with a really cute plushie.”