Star Stable signs global toy deal with Just Play

Published on: 4th May 2022

Just Play will develop a collectible range of dolls and horses based on characters from the popular Star Stable Online game.

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

The first toy line will launch in 2023. The deal will see the partners develop a collectible range of dolls and horses based on some of the most beloved and iconic characters from the game. It will also feature other must-have items for the dedicated global fandom, and for horse and animal lovers. Staying true to Star Stable’s commitment to putting its community first, plans are in place to gather input from the global fanbase during the product development process.

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

The game has over 21m registered users, across 180 countries, and is an expanding gaming and entertainment platform. The team says it aims to inspire social connections, adventures and creativity for an underserved community of gamers, with a mission to inspire girls and young women to celebrate the power of sisterhood and to create a more inclusive gaming environment.

Inspired by the storylines from the game, the merchandise will give players the chance to enjoy their favourite characters in both the physical and digital world. The news follows the successful mobile launch of Star Stable Online in February 2022, which is now available globally for iOS users via the App Store.

Taina Malen, CBDO of SSE commented: “The Star Stable brand has so many hugely dedicated fans all over the world. 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.”

Sunny Lauridsen, SVP of Licensing and Brand Strategy at Just Play, added: “Star Stable is at the cross-section of traditional play patterns with evergreen resonance and digital gaming. We are excited to partner with Ferly to deliver truly phygital experiences for today’s savvy consumer.”

Find out more about Star Stable Online here.


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