Sony Pictures: Something for Everyone

Sony Pictures Entertainment (SPE) is one of the biggest studios in the world, creating popular IPs for decades and feeding the licensing industry with properties that fans love. SPE’s latest news includes much that will inspire, the studio plans brand extensions for multiple fan-favorite properties.

SPE boasts numerous licensable IPs for adults, like “Ghostbusters,” “Cobra Kai,” “Karate Kid,” “Twisted Metal,” “The Last of Us” and “The Boys.” Jamie Stevens, executive vice president, global consumer products and licensing, Sony Pictures Entertainment, says their content is created so there’s at least one IP that everyone can fall in love with.

Jamie Stevens, Sony Pictures Entertainment

Stevens discusses the studio’s latest and greatest IPs and how it uses its slate of content to create notable licensing programs for dozens of properties.

“At Sony Pictures Entertainment, our content is unparalleled in that we have something for everyone,” says Stevens. “We have a wide slate of offerings that suit everybody, no matter their interests or age. From our beloved properties like ‘Ghostbusters’ and ‘Karate Kid,’ to our newer, fan-favorite hits like ‘Twisted Metal,’ produced by Sony Pictures Television (SPT) and PlayStation Productions for Peacock, and ‘The Boys,’ produced by SPT for Prime Video, our content blends the classic with the new and the trendy with the timeless. Our licensing programs follow suit. When developing our consumer products, we look for partners that not only capture the essence of our properties – but also go beyond traditional products to allow fans to express their fandom in unique ways – whether it’s sipping a branded beverage or wearing apparel with their favorite character on it.”

SPE IPs extend beyond adult-centric options, with multiple children’s properties also available for licensing, including “The Creature Cases” and “Goosebumps.”

“We offer a vast range of content through our film and TV groups,” says Stevens. “One of our most exciting ventures is our kids’ programming, punctuated by the upcoming second season return of the hit preschool series, ‘The Creature Cases,’ produced by Sony Pictures Television – Kids for Netflix, along with Season 2 of ‘Goosebumps’ on Disney+ and an upcoming ‘Ghostbusters’ animated series, which is being produced by Sony Pictures Animation for Netflix.”

“The Boys” Little People by Fisher Price.

A new line of “Creature Cases” toys and a slate of YouTube content will bolster the children’s brand as well.

“We recently launched a new dedicated YouTube channel for ‘The Creature Cases,’ which will release short-form content weekly,” Stevens continues. “To accompany the new content, toy partner, PMI, will launch an exciting new toy line, including vehicles, figures and playsets in spring 2025.”

The film, “Paddington in Peru,” will launch in 2025 and will see a slate of new products.

“2025 will be an exciting year for Sony Pictures Entertainment,” says Stevens. “In January 2025, ‘Paddington in Peru’ will be theatrically released, the third installment in the beloved Paddington film series and a sequel to ‘Paddington’ (2014) and ‘Paddington 2’ (2017). As part of our licensing program, we’ll offer customized teas through Art of Tea, toys with Mighty Mojo and promotional products through SnapCo. We’ll unveil additional partners and consumer products as we approach the theatrical release.”

Sony Picture Entertainment’s licensing strategy caters to different audiences by offering products as diverse as the content itself. Stevens says the products are catered to feeding passion in consumers.

“Sony Pictures Entertainment prides itself on offering a diverse array of content that appeals to audiences of all interests and backgrounds,” says Stevens. “Through extensive licensing programs, we ensure that fans of movies, television shows and digital entertainment can immerse themselves in their favorite worlds beyond the screen. Whether it’s through innovative consumer products or unique collectibles, Sony’s licensing initiatives are tailored to cater to the passionate communities surrounding our properties. From iconic franchises to groundbreaking new releases, Sony continues to set itself apart by fostering deep connections with fans worldwide, ensuring there’s something exciting for everyone to enjoy.”

Wuxly x “Ghostbusters Frozen Empire” “Hero” Sabertooth II parka.

To foster those connections and that passion, SPE looks for authenticity and quality in its licensing partners. One of its latest collaborations with Canadian outerwear brand, Wuxly, reflects that.

“A great licensing partnership balances authenticity to the property while also offering consumers a high-quality, practical product that allows them to express their fandom,” continues Stevens. “A recent example is from our licensing program tied to the theatrical release of ‘Ghostbusters: Frozen Empire’ in spring 2024. We partnered with Canadian outerwear brand, Wuxly, to release a capsule collection that includes the recognizable Ghostbusters signature red parkas. The collection also includes caps, T-shirts, sweatshirts and hoodies that evoke the ghost-busting lifestyle on and off-screen.”

Knowing what categories to expand into for each property means highlighting what makes each property unique through products. From choosing verticals to expand into to figuring out what products will hit shelves, Sony Pictures Entertainment meticulously crafts products with fans in mind.

“What sets each of our licensing programs apart is our commitment to creativity, innovation and collaboration,” says Stevens. “We have tapped into virtually every cross-category from footwear to apparel to food and beverage, and beyond. Each program is uniquely crafted to deliver excitement to fans and consumers.”

“Ghostbusters” Rice Krispies Treats.

What sets Sony Pictures Entertainment apart in the licensing space is its commitment to create product for every kind of fan. Through its licensing-friendly properties, Sony Pictures Entertainment continues to grow as a pillar of the licensing industry.

“Sony Pictures Entertainment stands out in the licensing space due to our rich portfolio of properties that appeal to a wide range of audiences globally,” says Stevens. “Our properties are exceptionally licensing-friendly because they are rooted in compelling storytelling, iconic characters and memorable narratives that resonate deeply with fans. We continuously invest in the development and expansion of our properties and accompanying licensing programs to ensure they evolve with changing consumer preferences. Most importantly, our loyal and dedicated fanbases are what drive our content and licensing forward and inspire all that we do.”

This story was taken from the August 2024 issue of License Global. Read the full issue here ...