Blockbuster Brands: Just Play Unveils Big Deals at Licensing Expo

Fifteen years ago, toy industry veterans Charlie Emby and Geoffrey Greenberg opened Just Play Products. Locking in licensing deals with major players like Disney, Just Play scored early hits with toys inspired by Doc McStuffins and Mickey Mouse, laying the groundwork for a robust business built through licensing partnerships. PJ Masks and Sesame Street followed alongside deals to produce category-specific toys for Hot Wheels, Peppa Pig, CoComelon, and many more.

Now, as one of the top 10 toy companies in the U.S., per Circana, Just Play is looking toward the future, rolling into Licensing Expo with a full slate of new licenses from partners including Universal, Hasbro, Dr. Seuss, and The LEGO Group.

“The next two years will be an exciting time for Just Play. We will continue to build upon our success in categories such as Preschool, Plush, and Collectibles where we will build upon successful brands such as Lilo and Stitch, Disney Junior, and Easy-Bake,” says Jess Richardson, Senior Vice President of Global Licensing & New Business Development. “In addition, we are expanding our reach in the games aisle and with new audiences with the addition of the LEGO and Shrek licenses to our portfolio across multiple product categories.”

And that’s not all — Just Play is poised to make new toys inspired by the YouTube hit Danny Go!, Illumination’s Minions 3, and Hasbro’s iconic Playskool brand.

“Whether it’s an evergreen property like Sesame Street, nostalgic icons like Hasbro’s Easy-Bake or Skip It, or global entertainment brands like Disney Stitch or Jurassic World, we look for brands that are relevant with emotional connections and established audiences,” Richardson says. “In a very fragmented entertainment landscape, it’s critical that the brand has the ability to break through the clutter with a multi-channel distribution strategy. We are also looking for play patterns that align with the needs and interests of today’s consumer.”

As the company expands its portfolio, adapting its creative approach for different age groups has been essential. “It starts with knowing your audience and understanding the DNA of each individual brand,” Richardson explains. “For preschoolers and young children, we lean in on ‘show to shelf’ toys which means that kids can play out the stories they see on screen with the toys we offer — and developmental play. For older kids, and ‘kidults,’ we aim to deliver an element of surprise and delight — whether through innovation or the attention to detail and to tap into the emotional connection our audience has with the brand or character.”

The upcoming Lilo & Stitch movie line is a standout example of that strategy. “Our line, highlighted by our Many Moods Stitch feature plush, perfectly captures the big personality of Stitch, which has been a key driver of the relatability and fandom of the brand. We tailor each line to connect with fans wherever they are in their play journey,” Richardson says.

The expansion into LEGO plush and role-play items presented a new kind of challenge and opportunity. “Partnering with one of the most iconic brands in the world is a privilege, and we are excited to introduce new and innovative ways for people to further engage with the LEGO brand,” Richardson says. “At its core, LEGO is about developing the builders of tomorrow, and has done so through imagination, creativity, and play for generations. Our goal is to extend LEGO beyond the bricks, offering additional play experiences through plush and dynamic role-play items while still holding true to what makes them timeless.”

In the world of Shrek, the famed character is getting the toy treatment in new ways. “As he says in the film, ogres have layers — and Shrek certainly does have layers,” Richardson says. “He is funny, witty, a little bit gross, but also has a big heart and is the ultimate anti-hero, which is exactly what makes him such a fan favorite. Yes, there will still be some delightfully disgusting potty humor, because what is Shrek without some of that?”

Retailers can expect products aimed at everyone from tweens to nostalgic adults, including plush, collectibles, and family-friendly games.

“Shrek continues to bring laughter and joy to fans of all ages, building a wildly passionate following across generations,” adds Rafael Macias, Global CPG Commercial Officer, Universal Products & Experiences. “We’ve worked closely with Just Play to create playful, imaginative products that honor its legacy, inviting everyone to reconnect and fall in love with these special characters all over again.”

With Minions 3 on the horizon, Just Play is dialing up the fun factor once again. “The Minions/Despicable Me franchise is a global phenomenon with six films and over $5 billion at the box office,” Richardson notes. “The energy and humor of Minions make them unique, and we’re working closely with Universal to capture their signature mischief in fresh ways, that fans of all ages will love.” As for banana-scented surprises? “We’re not spilling our bananas just yet, so you’ll just have to wait and see.”

The company’s revival of Hasbro’s classic Playskool and Easy-Bake brands promises to blend heritage with modern innovation. “Playskool has been a trusted name for generations,” Richardson explains. “Our approach is a modern take on a beloved brand, combining timeless quality and core developmental play patterns with a fresh design, geared towards how today’s parents and gift-givers build the playroom for each child.”

The team at Hasbro has confidence that Just Play will build on previous shared successes. “Just Play is a great partner for Hasbro, and we can’t wait to see what they do with the Playskool brand,” says Hasbro CEO Chris Cocks. “Look at what they’ve done with FurReal and this year’s Coco the Tumbling Panda. Just wait.”

On Easy-Bake: “With an updated design and new features, we’re modernizing the iconic oven, while staying true to the magic that has made it a cultural favorite for generations,” Richardson explains. “Plus, we’re expanding the food activity play within Easy-Bake, that everyone will have to keep an eye out for this summer.”

Richardson says the design team emphasizes screen-free, high-energy play for digital-first hits like Danny Go! “Each toy is designed to get kids up and moving, mirroring the high-energy of the YouTube content with lights, sounds, and interactive features. We have integrated multiple levels and modes to get the entire family jumping, running, dancing, and engaging in high-energy play together.”

While the company has been known for its preschool toys, adult fans and collectors are firmly placed on Just Play’s radar. “The kidult segment absolutely continues to grow. We’ve seen that in Disney Doorables for a long time and are seeing it again with brands like Stitch,” Richardson says. “We have the benefit of a broad fanbase that gives us feedback, and can be very candid at times, about what they like and don’t like. Our fans are our biggest asset when it comes to identifying trends, from nostalgic favorites to the growing demand for horror-inspired lines. We’re listening closely, and fans might just see some spooky surprises creeping into our lineup later this year.”

Retailer needs and partner collaborations remain core to Just Play’s product development process. “We work closely with all partners to understand what they’re seeing, from emerging trends to category gaps, to specific price points, and use those insights to help shape our product lines. This helps ensure we deliver products that best help meet the needs of the consumer.

What’s next? Just Play is hitting the floor at Licensing Expo all week, and the IP behind the next hot toy could be just a handshake away. Maybe it’s yours.

A version of this feature first appeared in The Toy Book‘s Licensing & Entertainment (+Baby!) Issue. Click here to read the full issue!

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