After accounting for more than 14 million apps in Japan, Disney and partner Line announced on July 1 the launch of the Disney Tsum Tsum app and an accompanying line of stackable toys.

Disney Tsum Tsum, which translates into "stack stack," challenges players to tap and tap faces of Disney characters onscreen. Award points are scaled up to the length of the chain, which must be at least three characters in length, and a timer keeps the action tight.

The millions of downloads of the mobile game start to make sense when witnessing the game's doe-eyed characters, its cartoonish sound effects and a soundtrack that jives with any of Disney's classic movies.

The free-to-play apps allows players to unlock characters that have special modifiers, which can enable players to create large chains more frequently. Like almost every other free-to-play game, in-game credit can be purchased with a little real-world money.

Similarly to Disney Infinity and the video game's figurine accessories, the Disney Tsum Tsum app's pairing with stackable toys has been described by Paul Candland, president of the Japanese arm of the Walt Disney Company, as a way to elevate the game's experience beyond mobile gameplay.

"Disney Tsum Tsum has quickly become a phenomenon in Japan, and we are very excited about the Japan-originated franchise now going global," said Candland.

"Disney Tsum Tsum is both a physical product and a digital game, allowing our guests to enjoy a multi-dimensional experience. We are hopeful that the Disney Tsum Tsum franchise will be loved and enjoyed by our guests around the world."

Unlike the figurines in Disney Infinity, Disney Tsum Tsum's plush companions have no affect on gameplay beyond influencing players to gush over their realworld collection of their favorite Tsum Tsums. So far, 30 different Tsum Tsum toys have been released in three sizes: mini, medium and large.

Jimmy Pitaro, president of Disney Interactive, praised the relationship Disney has built with app publisher Line to bring Disney Tsum Tsum beyond the Japanese market and into the rest of the world.

"Disney Japan has created some of our most successful and popular digital products and Disney Interactive is proud to be working closely with the team to extend their success globally," stated Pitaro.

"This is one of the first times that Disney has introduced a distinctly Japanese product to a global audience, and Disney Tsum Tsum offers our guests a unique combination of quality characters, compelling game play and an engaging social experience."

Disney Tsum Tsum has been released for both Android and iOS devices.