Maw first appeared in My Singing Monsters, the 2012 musical breeding game by Big Blue Bubble, as a double-element monster combining Cold and Water. Its design centres on a huge mouth, and its singing contributes a rhythmic, mouthy part to island tracks where every monster adds one musical layer. Clips of individual monsters became popular with fans who isolate, loop and remix their parts, and Maw spread through fan videos and meme edits that pair its wide-mouthed performance with other characters and animals for comic effect.