East Side Games Group (TSX:EAGR, OTCQB:EAGRF) (ESGG) said it has partnered with global toy manufacturer Jazwares to develop a mobile game based on the popular Squishmallows brand where players will vie to become the ultimate Squishmallows collectors.
"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.”
The Squishmallows brand features collectable plush characters with diverse personalities, unique designs, and a soft feel, according to ESGG.
Since the brand’s debut in 2017, more than 200 million Squishmallows have been sold worldwide.
As the brand expands into various consumer product categories, through this partnership it will now enter the world of mobile gaming, the company said.
"The Squishmallows phenomenon and worldwide demand have elevated the brand to new heights, including innovative cross-category partnerships," said Jazwares senior vice president of brand and marketing Gerhard Runken in a statement.
"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."
Based in Vancouver, Canada, East Side Games is a leading free-to-play mobile game group creating engaging games that produce enduring player loyalty.
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