Swedish games company, Star Stable Entertainment, has signed a global toy line deal with leading consumer products company, Just Play, for its gaming brand, “Star Stable Online,” via Finnish and Canada-based licensing and animation studio, Ferly.  

“Star Stable is at the cross-section of traditional play patterns with evergreen resonance and digital gaming,” says Sunny Lauridsen, senior vice president, licensing and brand strategy, Just Play. “We are excited to partner with Ferly to deliver truly phygital experiences for today’s savvy consumer.” 

The first toy line will hit the market in 2023. The deal will see the partners develop a collectible range of dolls and horses based on “Star Stable” characters from the game. There are also plans to gather input from its global fanbase during the product development process. 

"The ‘Star Stable’ brand has so many hugely dedicated fans all over the world,” says Taina Malen, chief business development officer, Star Stable Entertainment. “We are so happy to be developing this toy line with Just Play so that we can keep sharing the values of ‘Star Stable’ with them in different ways. Everything we do, we do with our players in mind, and this expansion of our brand into products that can be enjoyed physically and digitally should cater to the breadth and diversity of ‘Star Stable’ players.” 

"I am really excited to finally see a gaming brand find itself in the physical world with such a fantastic global partner as Just Play,” says Laura Nevanlinna, chief executive officer, Ferly. “This is a best-in-class continuation for Star Stable's work on brand extensions, catering to its ever-expanding market."