Action figures of game characters from the Horizon series, overlayed with text that reads PlayStation Merchandise A Fresh Look at Licensed Merchandising
  • Grace ChenVP of Global Marketing, Sony Interactive Entertainment

As we continue to celebrate 30 years of the PlayStation brand, I’m proud to share a little bit about our evolving approach in engaging entertainment fans through licensed merchandising. After all, the past 30 years have shown that the PlayStation brand has moved from gaming consoles into a broader lifestyle and cultural icon. Our community’s passion for PlayStation extends past the controller and we’re meeting that demand with a fresh strategy, global partnerships, and bold new product categories. 

We’ve entered our fourth decade with clear intent: to deepen fans’ emotional connections through creative, high-quality merchandise that celebrates iconic franchises. Whether it’s Kratos, Aloy, or Astro, we aim to bring these characters to life in exciting new ways. 

A box with a funko pop figure inside

Expanding Our Reach 

To do this, we’ve reimagined our approach to licensing. We’re moving beyond traditional product placement and investing in narrative-driven merchandise that tells stories that fans can wear, display, and share. You’ll start to see more collaborations with trend-setting partners and designers around the world—especially those who share our passion for true authenticity and looking to fans for inspiration. 

A gray jacket with black details

One standout example of this new direction is our licensees’ involvement in notable fashion collaborations that strongly resonated with fans and authentically reflected the PlayStation brand. These products were also sold through major global retailers such as Zara and H&M, helping to extend the brand’s visibility and accessibility to a wider audience. A 28-piece capsule collection created with Japanese streetwear label SOPH and football-inspired brand F.C. Real Bristol stood out as a highlight.

This momentum extends far beyond apparel. While we remain committed to key categories like Apparel & Accessories, Collectibles, and Toys & Games, we’re excited to expand into areas we’ve never explored before. 

Award-winning Collaborations 

We’re also looking ahead to the Food & Beverage sector, where we see huge potential to combine our immersive storytelling with tangible, sharable products. One standout moment was our 2024 partnership with the popular food company McCain in Brazil. We created limited-edition potato snacks shaped like the iconic PlayStation symbols. This campaign, which included gaming event activations and social-driven challenges, connected with our fans in playful and memorable ways—and earned a Licensing International Excellence Award nomination. 

A bag of fried potato snacks in the shapes of PlayStation Shapes (triangle, circle, cross, square)

A Transmedia Approach to Merchandising 

Of course, none of this would be possible without the strength of our entertainment franchises. From award-winning games to breakout hits in TV and film—The Last of Us, Twisted Metal, Uncharted, and Gran Turismo, to name a few—our IP is more visible than ever before. With exciting projects like the anime series based on Ghost of Tsushima: Legends, a Helldivers 2 live-action movie, and a God of War series, we’re well-positioned to integrate merchandise into the broader entertainment experience. 

At Sony Interactive Entertainment, our fans are at the heart of everything we do. By leaning into new partnerships, diversifying our product offerings, and staying true to the storytelling that defines our community, we’re setting the stage for the next 30 years. And that may just be in the form of a hoodie, a snack, or something entirely unexpected. 

I couldn’t be more excited to join you all on this journey. 

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