By Allison Watkinson
TLL Reporter
East Side Games Group has partnered with Jazwares to develop a mobile game for the Squishmallows brand.
East Side Games Group (ESGG) is a free-to-play mobile game company from Vancouver, Canada, that develops games based on original and licensed IP. ESGG develops and publishes mobile games both in-house and through licensing its proprietary Game Kit software platform to other mobile game studios.
“Squishmallows is loved by the world over and we are incredibly excited to serve and expand its audience with new levels of fun and interactivity that is only possible with our mobile game,” said ESGG CEO, Jason Bailey. “We can’t wait to share more about how players and fans alike will be able to play with their favourite Squish.”
Squishmallows is an ultra-soft collectible plush brand that features more than 2,000 different designs. Squishmallows products are currently available in over 55 countries worldwide. Jazwares is working to expand the brand into new consumer product categories.
“The Squishmallows phenomenon and worldwide demand have elevated the brand to new heights, including innovative cross-category partnerships,” said Jazwares SVP, Gerhard Runken. “As the Squishmallows community continues to grow and diversify, our collaboration with East Side Games will help us deliver new fan-focused mobile gaming experiences.”
Jazwares is a global toy manufacturing company that represents a broad portfolio of wholly-owned and licensed entertainment brands. Initially founded in 1997, the company currently develops toys for well-known brands such as Squishmallows, Pokémon, Star Wars, CoComelon, Fortnite, Adopt Me!, Hello Kitty, and more. Jazwares has also expanded its reach into Metaverse gaming, costumes, and pet product categories.