Squishmallows on Roblox | Source: Jazwares Game Studio

The Squishmallows plush brand is making a digital jump into the metaverse as Jazwares opens another new division.

Squishmallows on Roblox is a virtual social world where fans can gather and collect Squishmallows virtual plush, compete in minigames, and customize a Squishmallows-themed home. The game was developed in-house at the new Jazwares Game Studio.

“Jazwares Game Studio is our next evolution in innovation. 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,” says Jazwares President Laura Zebersky. “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.”

Source: Jazwares Game Studio

Jazwares tapped Kyle Hulse and Samuel Jordan to lead its new Game Studio.

Hulse, who started creating games for Roblox in 2015, released his first title in 2017 at age 15. The 19-year-old serves as operations director while Jordan — who sold more than 20 million digital fashion pieces via Roblox Marketplace — is creative director. Both Hulse and Jordan were previously members of the Roblox Accelerator Program, and Hulse recently worked for Roblox Corp. as a consultant for original games, brand partnerships, and live events.

Related: Jazwares, Kellytoy Unveil Partners for Global Squishmallows Licensing Program

“We want Jazwares Game Studio to be the number one place for play, physically and digitally,” Hulse says. “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 their debut in 2017, more than 1,000 Squishmallows characters have been released. The cuddly, collectible Squishmallows are available at independent toy stores and specialty retailers, amusement parks, and national chains, including Cracker Barrel, Costco, CVS, Five Below, Hallmark, Justice, Learning Express, Target, Walgreens, and Walmart.

About the author

James Zahn

James Zahn

James Zahn, AKA The Rock Father, is Editor-in-Chief of The Toy Book, a Senior Editor at The Toy Insider and The Pop Insider, and Editor of The Toy Report, The Toy Book‘s weekly industry newsletter. As a pop culture and toy industry expert, Zahn has appeared as a panelist and guest at events including Comic-Con International: San Diego (SDCC) Wizard World Chicago, and the ASTRA Marketplace & Academy. Zahn has more than 30 years of experience in the entertainment, retail, and publishing industries, and is frequently called upon to offer expert commentary for publications such as Forbes, Marketwatch, the Wall Street Journal, the New York Times, USA Today, Reuters, the Washington Post, and more. James has appeared on History Channel’s Modern Marvels, was interviewed by Larry King and Anderson Cooper, and has been seen on Yahoo! Finance, CNN, CNBC, FOX Business, NBC, ABC, CBS, WGN, The CW, and more. Zahn joined the Adventure Media & Events family in 2016, initially serving as a member of the Parent Advisory Board after penning articles for the Netflix Stream Team, Fandango Family, PBS KIDS, Sprout Parents (now Universal Kids), PopSugar, and Chicago Parent. He eventually joined the company full time as a Senior Editor and moved up the ranks to Deputy Editor and Editor-in-Chief.

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