By “We are merely starting to delve into its scope”
- by Sammy Barker
You might have observed how recently Sony has significantly enhanced its licensed merchandise strategy.
Currently, you can purchase official PS2 soccer jerseys from Pull&Bear, and a variety of collectibles are hitting Walmart, including backpack charms and Twisted Metal action figures.
Sony aims for its franchises to intertwine with your daily life, and spearheading this initiative is Steffi Steffen, the firm’s Senior Director of Licensed Merchandise.
She has engaged in discussions with Brands Untapped regarding her position and PlayStation’s strategy on licensing, and she contends that the company is only beginning to tap into the potential of Astro Bot.
She elaborated:
“Astro Bot possesses immense potential. It’s already a critically acclaimed title that won Game of the Year in 2024, and we are merely starting to explore its reach across toys, collectibles, and lifestyle items.”
Steffen mentioned that Sony’s strategy is not merely about licensing logos and placing them where they fit – it is more of a collaborative effort.
“We seek significant connections that embody the essence of each franchise,” she stated.
“That’s the reason you’ve seen us collaborate with innovative leaders in fashion, lifestyle, snacks, and even live entertainment.
“These collaborations transcend simple branding initiatives. They represent expressions of fandom, meticulously designed to engage people in novel ways.”
She concluded:
“We inquire: Does this concept bring the story to life in a manner that respects the original experience? Can it amaze and please both devoted fans and new viewers? We’re perpetually in search of that creative distinction, that opportune moment, the ideal partner, and the best way to broaden the PlayStation universe in a manner that feels authentic to our identity.”
This philosophy resonates well with us, and we eagerly await which products will debut in the market soon.
[source brandsuntapped.com]
As the Editor of Push Square, Sammy brings over 15 years of experience examining the realm of PlayStation, from PS3 to PS5 and all in between. He is knowledgeable on PS Studios and industry subjects, as well as sports games and simulators. He also relishes RPGs when able to devote time to them, and is somewhat of a gacha enthusiast.