Just Play Expands into Games Category with Innovative New Products and Licensing Partnerships

Just Play's Bold Move into the Games Category

February 26, 2025, marks an exciting new chapter for Just Play, a leading name in the children's consumer goods industry. The company has officially announced its strategic expansion into the games category, set to delight children and families alike. The first wave of products will include modern adaptations of beloved classic games, as well as unique board and travel games, all designed in collaboration with well-known licenses from prominent game, IP, and toy companies including Hasbro, Sony Pictures Television, and the popular horror franchise, Five Nights at Freddy's.

The excitement begins this spring with the arrival of two innovative game products: Skip It and Simon Jump Game Mat. These products represent a fresh approach to play, blending nostalgia with modern technology. In partnership with Hasbro, Just Play has revamped the classic Skip It outdoor toy from the '90s. The new version includes interactive features such as lights, sounds, and a digital counter capable of recording up to one million skips! Meanwhile, the Simon Jump Game Mat brings active gameplay to the iconic Simon memory challenge, requiring players to jump and dance to match light and sound patterns on an interactive floor mat.

But that's just the beginning. Just Play aims to further establish its presence in the games sector with the introduction of board and card game adaptations of Wheel of Fortune and Pop Culture Jeopardy! in the fall of 2025, courtesy of a partnership with Sony Pictures Television. This venture not only broadens the scope of Just Play's offerings but also showcases the company's commitment to creating engaging and dynamic gaming experiences for children.

Joel Berger, Senior Vice President of Business Development at Just Play, emphasizes the potential for collaboration, stating, "Expanding into the games category creates many new synergistic opportunities for licensing and retail partnerships. As with all Just Play product lines across our portfolio, we are approaching this exciting new venture with the same discipline for quality, value, and speed to market that has always been our cornerstone."

Jess Richardson, Senior Vice President of Global Licensing at Just Play, adds, "Games have a unique ability to bring people together, whether it’s at kitchen tables, on road trips, or during social gatherings. We’re eager to blend fan-favorite properties with innovative twists to create memorable experiences in this category."

Established in 2010 by toy industry veterans Charlie Emby and Geoffrey Greenberg, Just Play has rapidly ascended to become a top toy manufacturer regarded by Circana, and continues to excel in creating toys and games that are not just products, but vessels for joy and connection.

As Just Play ventures deeper into the games market, fans can anticipate a range of exciting options designed to foster connection and laughter among players of all ages. With its innovative approach and strategic partnerships, Just Play is set to capture the hearts of families across the globe, marking a new era in playtime that merges classic favorites with modern gaming technology.

For more information about Just Play's products and their exciting new game line, visit JustPlayProducts.com. Follow them on Instagram @JustPlayProducts or on Facebook at Just Play for updates and announcements.