Just Play, a global leader across a range of children’s consumer goods, announced its expansion into the games category. The initial product launch will feature new formats of classic game brands, as well as board, mat and travel games, in collaboration with popular licenses from leading games, IP, and toy companies, including Hasbro, Sony Pictures Television, and Five Nights at Freddy’s.

In collaboration with Hasbro, Just Play is reimagining classic favorites with new, active twists. SKIP IT, the beloved outdoor toy from the 90s, has been updated with lights, sounds, and a digital counter that tracks and records up to a million skips! The SIMON Jump Game Mat transforms the iconic SIMON memory game into an active play format, where players jump and dance to match light and sound patterns on the interactive floor mat. These products are set to launch in early 2025.

• Skip It and Simon Jump Game Mat from Just Play are arriving at retailers in Spring 2025.

Expanding further into the sector, Just Play is collaborating with Sony Pictures Television to launch all-new board and card game versions of Wheel of Fortune and Pop Culture Jeopardy! coming in the fall of 2025.

Joel Berger, a games expert and Senior Vice President of Business Development at Just Play stated: “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, Just Play’s Senior Vice President of Global Licensing, added: “From kitchen tables to road trips to parties with friends, games bring people together for shared connections and laughter. We look forward to combining fan-favorite properties with new twists and innovation to this category – and expanding our current licensing partnerships and onboarding new partners as we expand in this space.”