Jazwares joins the Metaverse with Jazwares Game Studio and new Squishmallows Roblox game

Jazwares has announced the launch of Squishmallows on Roblox, the popular 3D gaming and experiences platform.

Developed in-house, the Squishmallows game is the ultimate social virtual world where fans can collect Squishmallows virtual plush, hang out with friends in an ultra-cool and colourful world, compete in fun minigames, and customise their very own Squishmallows-themed home.

With Roblox averaging over 47 million daily active users, Jazwares is leveraging its portfolio, and design and development expertise, to create new immersive branded experiences on the Roblox platform. In addition to celebrating the debut of the Squishmallows game, the company has also officially announced its all-new game studio, further expanding play opportunities for kids within the Metaverse. Under the name Jazwares Game Studio, the company has assembled top talent helmed by Roblox developer wunderkinds Kyle Hulse and Samuel Jordan, who will help bring to life the studio’s vision of investing in the technologies and platforms that kids, families, and fans are engaging with today.

“Jazwares Game Studio is our next evolution in innovation,” says Laura Zebersky, President, Jazwares. “We’ve always had our fingers on the pulse of trends and as we have seen the Metaverse expand, we wanted to be able to create enriching play experiences where kids are spending more and more of their time. That’s why we’re tapping into our powerhouse brands, beginning with the breakout plush sensation Squishmallows, to develop fun games and moments within Roblox.”

Leading development at Jazwares Game Studio are Kyle Hulse, who joins as Operations Director, and Samuel Jordan, who will lead as Creative Director.

“We want Jazwares Game Studio to be the number one place for play, physically and digitally,” says Hulse. “We see entering this space as a great way to continue to enrich our existing brands with the potential to grow them in multiple directions. It’s a really exciting, fast-moving space to be in, and we can’t wait for what’s ahead.”

Since Squishmallows debut in 2017, the plush toy brand known for the ultra-soft feel and whimsical design have surpassed more than 100 million plush sold. The  collectible Squishmallows are a social media sensation that continue to cultivate a strong following online. Organic Squishmallows content has generated nearly five billion video views on TikTok and @squishmallows (and related hashtags) have been tagged in more than one million Instagram posts. The Squishmallows social media channels have ballooned to more than 700,000 followers and nearly 100 global and local Facebook groups have been created by fans.




About Tessa Clayton

A former Chief Sub of Red magazine, Tessa Clayton is the Digital Editor of Licensing.biz and ToyNews. As a freelance journalist she specialised in writing about parenting and family life, and has contributed to a wide variety of publications and websites including Tesco online, Mother & Baby, Livingetc, Junior, Boots Health & Beauty, Practical Parenting and babycentre.co.uk. Get in touch at tessa.clayton@biz-media.co.uk

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