Squishmallows Enter the Roblox Metaverse

Jazwares has announced the launch of Squishmallows on Roblox to expand the world of the Squishmallows toy brand. The Metaverse game brings together the two properties in an experience for all ages. Developed in-house, fans can collect Squishmallows virtual plush toys, hang out with friends, compete in minigames and customize their own Squishmallows-themed home.  

In addition to celebrating the debut of the Squishmallows game, Jazwares has announced its new game studio, Jazwares Game Studio. Roblox developers, Kyle Hulse and Samuel Jordan, will join as operations director and creative director respectively. 

“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.” 

“We want Jazwares Game Studio to be the number one place for play, physically and digitally,” said Kyle Hulse, operations director, Jazwares Game Studio. “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.”