Spin Master Announces Master Toy Licensing Agreement with Sony Interactive Entertainment’s PlayStation

Spin Master has announced it has entered into a global licensing agreement with Sony Interactive Entertainment (SIE) to be global master toy licensee for SIE’s PlayStation brand and SIE-owned PlayStation titles, including but not limited to “God of War,” “Horizon Zero Dawn,” “The Last of Us” and “UNCHARTED,” and will develop products in the action figure, collectible, playset, plush, roleplay, vehicles, RC and games and puzzles categories. 

“Both SIE’s PlayStation and Spin Master share a common goal, to inspire and entertain consumers through the relentless pursuit of innovation,” says Chris Beardall, president of toys and chief commercial officer, Spin Master. “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.” 

The agreement was brokered by Sony Pictures Consumer Products, the division that manages global master toy deals for the PlayStation brand and its PlayStation Studios games, in addition to working with Sony Interactive Entertainment to execute licensing programs in North America. The announcement comes ahead of new entertainment content based on popular PlayStation Studios games including the recently released film based on UNCHARTED and an upcoming TV series based on The Last of Us. 

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“The PlayStation brand is always looking for new and exciting ways to provide gamers with the most extraordinary experiences possible, what we call ‘remarkable play,’” says Grace Chen, vice president, network advertising, loyalty and licensed merchandise, Sony Interactive Entertainment. “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. 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.” 

Included in the terms is SIE’s PlayStation game console brand comprising PlayStation 3, PlayStation 4 and PlayStation 5 as well as SIE first-party existing game titles, and owned new titles launched during the term. 

Spin Master’s PlayStation toy line is anticipated to launch in spring 2024. 

Sony Interactive Entertainment Europe is exhibiting at Brand Licensing Europe 2022. Find out more info here.