‘Squishmallows on Roblox’ reaches #1 toy game status

Jazwares has announced that its recently launched Squishmallows on Roblox game has successfully become the #1 toy game by concurrent players on the platform.

Having launched in December 2021, Squishmallows on Roblox has emerged as a metaverse gaming sensation, expanding the world of the immensely popular Squishmallows brand and fusing two pop-culture phenomena in an exciting play experience for fans.

In just over four months, Squishmallows on Roblox has seen an impressive level of interest with 14 million play sessions garnering 50,000 group members, 3.7 million registered unique users, a massive 1.5 million monthly active user base, and a 90% positive rating from players, all of which reinforce the Squishmallows brand’s ability to resonate widely with audiences.

Developed in-house through Jazwares Game Studio, Squishmallows on Roblox is the ultimate digital world where fans can collect Squishmallows virtual plush, hang with friends in an ultra-cool and vibrant world, compete in thrilling minigames, and customise their very own Squishmallows-themed home. Jazwares Game Studios will be looking to expand on this recent success to further explore additional IP and in-platform licensing opportunities.

“The success of Squishmallows on Roblox speaks volumes about how the brand has captured the attention of millions and continues to thrive across categories beyond plush,” says Laura Zebersky, President, Jazwares. “We are proud of the work our team at Jazwares Game Studio has done to build this cool and colourful virtual world and look forward to growing our presence on the Roblox platform.”

Additionally, Squishmallows on Roblox will make its Xbox One and Xbox Series X|S debut this month, adding to the many avenues to interact with the Roblox metaverse and simultaneously tapping into the massive Xbox community. Players will be able to download Roblox on Xbox One and Xbox Series X|S for free and play Roblox cross-platform with friends from PC, Mac, or mobile devices. For this Xbox One and Xbox Series X|S rollout, exclusive Squishmallows characters and content will be debuted and regularly added to boost in-game features and functionality further.

“We’ve seen exponential growth with Squishmallows on Roblox and have created an experience that has really resonated with our fans in an authentic, meaningful way within the rapidly expanding metaverse,” says Kyle Hulse, Operations Director, Jazwares Game Studio. “Jazwares Game Studio is constantly evolving our gameplay to engage, delight, and ultimately open the door for exciting new collaborations, characters, and impactful playability we know our community will love.”

Squishmallows on Roblox is the latest success for the wildly popular lifestyle brand with unprecedented global demand, fueling robust cross-category consumer product launches and experiences that bring the Squishmallows universe to vivid life. Since its 2017 debut, over 125 million Squishmallows plush characters have been sold, both online and in person. On social media, Squishmallows content has officially squished through the roof, generating more than 6 billion video views on TikTok, and @squishmallows (and related hashtags) tagged in more than 1MInstagram posts. The Squishmallows social media channels have also ballooned to more than 827K followers and nearly 100 global and local newly created Facebook groups of 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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