Sony Licenses PlayStation-Based Toys And Collectibles To Spin Master

Sony Interactive Entertainment’s vast library of PlayStation-related game franchises – including blockbusters God of War, Uncharted, Horizon Zero Dawn and The Last Of Us – has been licensed to Spin Master Corp. (TSX:TOY) to make a wide array of toys and collectibles.

The deal makes Spin Master global master toy licensed for the PlayStation brand and all its first-party titles, in areas such as action figures, collectibles, playsets, plush toys, roleplay, radio-controlled and other vehicles, games and puzzles.

“Both SIE’s PlayStation and Spin Master share a common goal, to inspire and entertain consumers through the relentless pursuit of innovation,” said Spin Master President of Toys Chris Beardall, who is also the company’s Chief Commercial Officer. “Together we will bring the interactive storytelling of Sony’s immersive PlayStation games to life in an all-new way, extending the fandom from digital to reimagined physical play.”

SIE executive Grace Chen said the deal is part of Sony’s strategy to encourage new ways for fans to experience “extraordinary play” with its first-party titles.

“We are committed to creating the highest quality gameplay experiences for our community of global fans and finding new ways to bring our most beloved characters to new audiences,” said Chen, SIE’s vice president, network advertising, loyalty & licensed merchandise. “Working along with Spin Master, we are excited to continue our reach in presenting our gaming IP through authentic and innovative toys and games to our passionate PlayStation community around the world.”

The Spin Master range of offerings is expected to arrive by early 2024. The list of licensed intellectual property includes the PS3, PS4 and PS5 generations of the PlayStation, which has been the best-selling console platform for the past two decades.

Franchises affected include some of the most popular and award-winning titles in the console game universe, including fantasy action god of war and futuristic role-playing game Horizon Zero Dawn, and any new titles developed during the term of the deal.

It also features long-running action adventure franchise Uncharted, which Sony’s movie studio, Sony Pictures Entertainment, turned into a hit film starring Tom Holland early this year. The movie was released in February and grossed $401.7 million in theaters worldwide, a significant success given the pandemic’s prevalence then and continued depressed theatrical environment.

Another of the licensed titles, the zombie-survival adventure The Last of Us, is being made into an HBO episodic series expected to debut early next year. It will star Pedro Pascal, Bella Ramsey, Nick Offerman, and Anna Torv.

Toronto-based Spin Master controls durable children’s brands PAW Patrol, Bakugan, Kinetic Sand, Air Hogs, Hatchimals, Rubik’s Cube, and GUND, producing not just toys but also games, video and other content with distribution in more than 100 countries. It also is global toy licensed for a number of other popular properties.


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