3 MAY 2022

Just Play will develop a toy line based on hit Star Stable Online game

The first toy line is set to launch in 2023 and will give players the chance to enjoy their characters in both the physical and digital world.


Star Stable Online


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

Taina Malen, CBDO of SSE says: "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.”

The first toy line will hit the markets in 2023. The deal will see the partners develop a collectable range of dolls and horses based on some of the most beloved and iconic Star Stable characters from the game. Inspired by the storylines from the game, the merchandise gives 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.

Sunny Lauridsen, SVP of Licensing and Brand Strategy at Just Play adds: “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.”

Laura Nevanlinna, CEO of Ferly says: "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."