Licensing News

East Side Games Group Partners with Jazwares for Squishmallows Mobile Game

East Side Games Jazwares

East Side Games Group (TSX: EAGR) (OTC: EAGRF) (ESGG) is thrilled to announce the company is working with Jazwares to develop a mobile game based on the popular Squishmallows brand.


Since its debut in 2017, the iconic Squishmallows brand features unique collectible plush characters with diverse personalities, a unique design, and ultra soft feel. With more than 2,000 Squishmallows to date, the brand continues to captivate fans of all ages, online and in real life, in more than 55 countries. With the ongoing expansion of the Squishmallows brand into various consumer product categories, and a passionate fan base, Squishmallows will now enter the world of mobile gaming with new and iconic characters from fan favorite squads.


“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. We can’t wait to share more about how players and fans alike will be able to play with their favourite Squish,” says Jason Bailey, CEO of ESGG.


As more than 200 million Squishmallows have been sold worldwide, it’s no surprise the brand has won awards globally including seven Toy of the Year awards from the Toy Association, as well as the Top-Selling Toy of the Year award and the Top-Selling Toy of the Year award by Supercategory in the Plush category in the U.S. and Canada, from NPD (now Circana).


“The Squishmallows phenomenon and worldwide demand have elevated the brand to new heights, including innovative cross-category partnerships,” said Gerhard Runken, Senior Vice President of Brand & Marketing at Jazwares. “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.”


“We are deeply honored and excited to work with one of the most powerful and recognized toy brands in the industry to bring even more joy to the incredible Squishmallows universe,” says Wally Nguyen, Chief Revenue Officer of ESGG.


East Side Games Group is a leading free-to-play mobile game group, creating engaging games that produce enduring player loyalty. Our studio groups entrepreneurial culture is anchored in creativity, execution, and growth through licensing of our proprietary Game Kit software platform that enables professional game developers to greatly increase the efficiency and effectiveness of game creation in addition to organic growth through a diverse portfolio of original and licensed IP mobile games that include: The Office: Somehow We Manage, Star Trek: Lower Decks – The Badgey Directive, and Doctor Who: Lost in Time.