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ESGG Expands Squishmallows With Licensed Mobile Game 

August 7, 2025

By Allison Watkinson

TLL Reporter

East Side Games Group (ESGG) has partnered with Jazwares and Zaibatsu Interactive to create a licensed mobile game inspired by Squishmallows.

Through the collaborative partnership, the three companies have developed a whimsical puzzle game titled Squishmallows Match.

Squishmallows Match will offer thousands of match-3 puzzle levels to help players collect different Squishmallows characters.

Through limited-time events, season passes and daily drops, the game will expand its offerings with exclusive characters so players can expand their Squishmallows Squad.

The officially licensed game is set to launch worldwide on September 2, 2025.

“With Squishmallows Match, we’re introducing fans to a whole new way to collect, play and connect with the styles they love,” said ESGG chief product officer, Jim Wagner. “This game blends the collectible spirit of Squishmallows with satisfying match-3 puzzles. Players will find something fun and rewarding every time they log in.”

Beginning on August 6, fans can pre-order and pre-register the licensed game through the App Store and Google Play.

Early adopters will unlock exclusive in-game rewards through a Community Rewards Challenge that gives new gifts to players as game hits limited-time collective milestones.

In addition to in-game rewards, the Community challenge offers pre-registered players a chance to collect a new Squishmallow plush before it’s available anywhere else.

“By collaborating with East Side Games, Squishmallows levels up the mobile gaming universe through authentic characters and immersive gameplay we know fans will love,” said Jazwares EVP, Gerhard Runken. “Squishmallows Match is a completely new gaming experience empowering fans globally to share and connect anytime, anywhere, that’s perfect for on-the-go or at-home play.”

ESGG is a free-to-play mobile gaming studio that creates and publishes a range of original and licensed titles through its development team and GameKit platforms.

ESGG currently offers more than a dozen titles under its East Side Games and LDRLY labels.

Founded in 2014 in Finland, Zaibatsu Interactive is a mobile game studio that specializes in the co-development of branded games alongside game publishers and global IP owners.

First launched in 2017, Squishmallows has grown into a global brand and lifestyle property that has an expansive fan-base that extends around the world.

Since the brand’s debut, Jazwares has grown Squishmallows through a wide range of multi-category partnerships and collaborations with numerous licensees across the globe.

Founded in 1997, Jazwares is a global toy manufacturing and production company that represents a broad portfolio of wholly-owned and licensed brands.

Image Courtesy of ESGG, Jazwares and Zaibatsu Interactive.

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Filed Under: Editorial, Open Content, Top Story, Mobile Games, TLL, Interactive/Online, Recent Headlines, Archive, Articles, Featured Tagged With: Zaibatsu Interactive, East Side Games Group, ESGG, East Side Games, Squishmallows, Mobile games, Jazwares

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