You may have noticed how recently Sony’s really stepped up its licensed merch game.
Right now, you can find official PlayStation 2 soccer jerseys at Pull&Bear, and Walmart is releasing a variety of PS2-themed items like backpack charms and Twisted Metal figures.
So, Sony’s really pushing to make their games like PlayStation staples in our lives, not just things we play. They’ve got Steffi Steffen, a big shot over there as Senior Director of Licensed Merchandise, leading the way to make that happen. Basically, she’s in charge of getting PlayStation stuff *everywhere*.
She recently discussed her work and PlayStation’s licensing strategy with Brands Untapped, and feels the company is only starting to explore the full potential of Astro Bot.
She explained:
Astro Bot is a hugely promising franchise. It’s already received incredible reviews, even winning Game of the Year in 2024, and we’re excited to expand it into things like toys, collectibles, and everyday lifestyle products.
Steffen explained that Sony doesn’t just stick its logos on things – they prefer a more cooperative approach.
“We look for meaningful links that reflect the heart of each franchise,” she said.
That’s why we’ve been collaborating with talented people in areas like fashion, lifestyle, food, and entertainment.
These partnerships go beyond simple marketing. They’re a way for fans to connect with the things they love, created with real care and designed to build new connections.
She concluded:
We constantly evaluate our ideas, asking if they genuinely capture the spirit of the original and will excite both long-time fans and new players. We’re searching for innovative approaches, the perfect timing, and the ideal collaborators to grow the PlayStation world in a way that stays true to our values.
Honestly, this whole approach really resonates with me, and I’m super curious to see what amazing products come out of it down the line. I’m definitely keeping an eye on things!
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2025-10-16 15:06