Jamie Stevens, Executive Vice President of Worldwide Consumer Products at Sony Pictures Entertainment, joins The Licensing Book’s World Series of Licensing Q&A series to discuss the changing path from screen to shelf, choosing the right partner for the right property, and tailoring licensing programs to serve the fandom.
The Licensing Book (TLB): Sony Pictures has a broad portfolio spanning film, television, streaming, gaming-adjacent fandom, animation, and adult-skewing entertainment. How do you determine which properties have the right ingredients for a full consumer products push?
Jamie Stevens (JS): At Sony Pictures Consumer Products, we start by looking at the strength of the story, the characters, and the fictional worlds fans are connecting with. The best consumer products programs are the ones that feel true to that world and give fans new ways to engage with it beyond the screen.
We look closely at audience demand, cultural momentum, global reach, and how fans are already interacting with a property, whether they are quoting it, collecting it, wearing it, or sharing it. Some properties have the scale and demographic reach for a broad 360-degree program across categories like toys, apparel, collectibles, footwear, publishing, and games, while others may be better suited for more targeted collaborations or retail activations. The key is making sure each program is authentic to the IP, meaningful to the fanbase, and built in a way that resonates broadly for partners and retail.
TLB: With programs such as The Boys and GOAT reaching very different audiences, how does Sony tailor licensing strategies by fandom, tone, and retail channel rather than taking a one-size-fits-all approach?
JS: Every property has its own audience, tone, and retail opportunity, so our approach has to be tailored from the beginning. The Boys, for example, is an adult audience that is irreverent and highly fan-driven, so the consumer products strategy needs to reflect that distinct voice. As the series heads toward its fifth and final season, we announced a global licensing program with more than 35 partners across apparel, collectibles, games, and more, giving fans products and collaborations that feel authentic to the world of the show.
GOAT is a very different opportunity, where we had the opportunity to reach kids and basketball fans through our merchandise. As a Stephen Curry-produced animated action-comedy, it has broad family appeal, sports themes, and strong character-driven storytelling. The 360-degree licensing program spans toys, publishing, and video games with partners including Jada Toys, Penguin Random House, and Outright Games, while also presenting a unique opportunity for sports licensing partnerships in apparel and footwear with companies like Under Armour.
In both cases, the strategy is built around where that fanbase is, what they value, and how they want to show their connection to the property. Our role is to help create a cohesive ecosystem around each title, one that reflects the spirit of the IP through curation of the right categories, partners, and retail channels.
TLB: What are some of the key properties that you’re looking to build upon this year, and why should partners be excited about them?
JS: We are incredibly excited about the breadth of the upcoming Sony Pictures slate across both film and television, particularly as gaming, animation, and sports continue to create new opportunities for consumer products. On the theatrical side, Jumanji: Open World arrives in December, continuing a global action-adventure franchise with strong cross-generational appeal. We also have PlayStation Productions and Sony Pictures’ Helldivers set for November 2027, both of which speak to the growing appetite for gaming worlds to expand across film and television.
On the television side, God of War is being adapted into a premium Amazon series, giving us another opportunity to build around an iconic gaming franchise with a deeply engaged audience. We are also excited about Messi and the Giants, a new animated sci-fi series from Sony Pictures Television Kids launching on Disney platforms in August 2027, which brings together worldwide football sensation, Lionel Messi, and character-driven storytelling.
For partners, the opportunity is exciting because these properties represent a strong mix of established franchises with passionate fandoms and new stories poised to reach global audiences.
TLB: How has the path from screen to shelf changed?
JS: From traditional theatrical releases and brick-and-mortar retail experiences to streaming, social media discovery, and shopping, the path from screen to shelf is no longer linear. That has made authenticity and flexibility more important than ever.
Consumer products are increasingly a core part of the fan experience. When fans connect with a property, they want tangible ways to participate in that world, whether through apparel, collectibles, collaborations, retail activations, or in-store experiences. This is especially true for adaptations, where many properties already have highly engaged fanbases before they move into film or television. Despite changes in the consumer experience, the goal remains the same: to create programs that meet fans in the moment and extend the story in ways that feel natural, relevant, and true to the IP.
TLB: Looking ahead to the next 12-18 months, what gives you the most confidence about the future of the licensing business?
JS: What gives me the most confidence is the continued strength of fandom. Consumers are becoming more intentional with how they spend, but they are still investing in products that deliver emotional value and joy. Great licensing is rooted in that connection.
We are also seeing exciting momentum across areas like gaming, animation, and sports content, all of which are strongly represented in our upcoming slate. Beloved gaming franchises are expanding into film and television in powerful ways; animation continues to create meaningful opportunities for family audiences, and sports-driven storytelling is opening new global licensing possibilities.
For Sony Pictures Consumer Products, our portfolio is well-positioned, balancing established fan favorites with upcoming content. That gives us the ability to build global programs while staying focused on what matters most: creating products and experiences that feel authentic to the IP and meaningful to fans. As long as we continue to put the fan experience at the center and work with partners who can bring these worlds to life thoughtfully, there is a tremendous opportunity ahead.
Visit Sony Pictures Entertainment at Booth No. N214 at Licensing Expo 2026.
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This Q&A is a digital companion to The Toy Book‘s 2026 Licensing & Entertainment Issue, featuring The Licensing Book. Read the full issue here!
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‘ The preceding article may include information circulated by third parties ’
‘ Some details of this article were extracted from the following source toybook.com ’
