Just Play, known for its contributions to figures, playsets, dolls, plush, role-play, and dress-up on the toy shelves, will roll the dice and expand into the games category.
The company’s initial product launch will feature new formats of classic game brands, board games, mat games, and travel games. The line will include collaborations with licenses from Hasbro, Sony Pictures Television, and Five Nights at Freddy’s.
Expanding into the games category creates many new synergistic opportunities for licensing and retail partnerships. As with all Just Play product lines across our portfolio, we are approaching this exciting new venture with the same discipline for quality, value, and speed to market that has always been our cornerstone.
In the Hasbro collaboration, Just Play will bring back classics, such as a version of the outdoor toy Skip It, complete with lights, sounds, and a digital counter that tracks and records up to 1 million skips. The company will also turn the staple memory game Simon into an active play format with the Simon Jump Game Mat. Players can jump and dance on the interactive floor mat to match light and sound patterns. Both products are set to launch early this year.
Just Play will also team up with Sony Pictures Television for board and card game versions of Wheel of Fortune and Pop Culture Jeopardy!, hitting shelves this fall.
“From kitchen tables to road trips to parties with friends, games bring people together for shared connections and laughter,” says Jess Richardson, Just Play’s Senior Vice President of Global Licensing. “We look forward to combining fan-favorite properties with new twists and innovation to this category – and expanding our current licensing partnerships and onboarding new partners as we expand in this space.”
If you’re heading to Toy Fair, see these new games and more at Just Play’s Booth No. 2235.
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