Toy companies like LEGO have experimented here and there with crowdsourcing, listening to customers' input and churning out products they're looking for. But it's the core of Squishable's mission.

The New York startup allows fans to choose and design plush, furry stuffed animals. Led by a husband and wife, the 11-person team uses social media to build a dedicated following, turning its 850,000 Facebook fans into active participants in the creative process, engaging with customers on every aspect from design to colour.