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.”
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.
“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.
