By Allison Watkinson
TLL Reporter
Just Play has launched an expansion into board games and outdoor toys through new licensing partnerships with Hasbro and Sony Pictures TV.
The initial product launch will include a slate of reimagined games inspired by popular licensed brands from Hasbro and Sony Pictures Television.
“Expanding into the games category creates many new synergistic opportunities for licensing and retail partnerships.” said Just Play business development SVP, Joel Berger. “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 collaboration with Hasbro, Just Play is revamping the company’s Skip It and Simon toy brands with new features that will appeal to modern consumers.
Just Play and Hasbro have updated the Skip It outdoor toy to feature lights, sounds, and a digital counter that can record up to a million skips.
First introduced in 1978, the Simon memory game has been revitalized into an active Simon Jump Game Mat format.
The new format tasks players with jumping and dancing to match light and sound patterns on the interactive floor mat.
For its collaborative partnership with Sony Pictures Television, Just Play is launching new board and card game adaptations of the studio’s Wheel of Fortune and Pop Culture Jeopardy! reality shows.
“From kitchen tables to road trips to parties with friends, games bring people together for shared connections and laughter,” said Just Play global licensing SVP, Jess Richardson. “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.”
The licensed Hasbro products are scheduled to hit retail in Spring and the Sony Pictures collection is expected to debut during Fall 2025.
Just Play is a global toy company that produces a wide selection of consumer goods for children including toy figures, playsets, dolls, plush, role-play, dress-up, board games and more.
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