Squishmallows is coming to Roblox. Created in-house by Jazwares, the Squishmallows Roblox universe lets fans collect virtual plush, hang out with friends, compete in mini-games, and customize their own Squishmallows-themed home. Additionally, the toy company announced a new Jazwares Game Studio to create more virtual play opportunities for kids. Since Squishmallows (a.k.a. next gen beanie babies) launched in 2017, the brand has sold more than 100 million plush toys and continues to attract a large online community. Open world games like Roblox are growing fast (YPulse’s gaming research shows 49% of Gen Z and 34% of Millennials play this genre of video game), and creating interactive experiences for kids and fans alike is one way this toy brand is connecting with the next gen. (Toy News)
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