Plush brand Squishmallows will soon take its first steps into the multi-billion-dollar video game market, thanks to a new partnership between its Florida-based owner, Jazwares, and Vancouver’s East Side Games Group. 

A first all-ages game is already in the works, featuring a strong collection hook and a vast array of more than 2,000 avatars (all of the existing Squishmallows, plus some brand-new ones) for players to choose from. 

Since launching in 2011, East Side has developed several licensed mobile games for kids, including Dragon Up: Idle Adventure, Star Trek: Lower Decks—The Badgey Directive and Doctor Who: Lost in Time. But the studio is best known for developing idle video games, which run in the background and don’t require players to interact directly in order to progress through the levels. 

Jazwares has sold more than 200 million Squishmallow toys in 55-plus countries since launching the brand in 2017. Two years ago, the company expanded the franchise’s presence at retail with a licensing program that includes footwear from Florida’s BBC International; stationery and school supplies from Milwaukee-based Fashion Angels Enterprises; and snacks and gummies from Ohio-based Primary Colors.