‘Astro Bot Has So Much Potential’: Sony Merch Boss Predicts Big Things for Platformer
“We’re only just beginning to explore its reach”
Image: Push SquareYou may have noticed how recently Sony’s really stepped up its licensed merch game.
You can currently buy official PS2 soccer jerseys from Pull&Bear and a bunch of trinkets are rolling out at Walmart right now, including backpack clips and Twisted Metal figurines.
Sony wants its franchises to be a part of your everyday life, and leading the charge is Steffi Steffen, the company’s Senior Director of Licensed Merchandise.
She’s been speaking with Brands Untapped about her role and PlayStation’s approach to licensing, and she believes the company is only just beginning to scratch the surface of what’s possible with Astro Bot.
She explained:
“Astro Bot has so much potential. It’s already a critically acclaimed title winning Game of the Year in 2024, and we’re only just beginning to explore its reach across toys, collectibles, and lifestyle products.”
Steffen continued that Sony’s approach is not just about licensing logos and slapping them wherever they’ll fit – it’s more collaborative than that.
“We look for meaningful links that reflect the heart of each franchise,” she said.
“That’s why you’ve seen us partner with creative leaders across fashion, lifestyle, snacks and even live entertainment.
“These collaborations aren’t just brand plays. They’re expressions of fandom, thoughtfully designed to connect with people in new ways.”
She concluded:
“We ask ourselves: Does this idea bring the story to life in a way that honours the original experience? Can it surprise and delight both core fans and new audiences? We’re always looking for that creative edge, that right moment, the right partner and the right way to expand the PlayStation universe in a way that feels true to who we are.”
It all seems like a good philosophy to us, and we’re excited to see which products make the market in the future.
[source brandsuntapped.com]
As the Editor of Push Square, Sammy has over 15 years of experience analysing the world of PlayStation, from PS3 through PS5 and everything in between. He’s an expert on PS Studios and industry matters, as well as sports games and simulators. He also enjoys RPGs when he has the time to dedicate to them, and is a bit of a gacha whale.
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