Sony Pictures Consumer Products Reveal New Lineup

Sony Pictures consumer products took center stage at Brand Licensing Europe 2019 with new merchandise inspired by Ghostbusters, Vivo, Outlander, Cobra Kai, The Boys, and El Camino: A Breaking Bad Movie.

The lineup included toys, apparel, collectibles, books, games, accessories, and limited-edition collaborations. Together, these products reflected Sony Pictures Consumer Products’ growing focus on global entertainment franchises.

Editor’s note: This article covers announcements made on September 30, 2019. Release dates and retail availability reflect information available at that time.

Sony Pictures Brings Major Franchises to BLE 2019

CULVER CITY, Calif. — September 30, 2019 — Sony Pictures Consumer Products arrived at Brand Licensing Europe 2019 with an ambitious collection of global licensing and merchandising programs.

The presentation highlighted a new entry in the Ghostbusters franchise, an animated musical featuring original songs by Lin-Manuel Miranda, and several acclaimed television properties.

Through partnerships with retailers and licensees around the world, the company aimed to expand the reach of Sony Pictures’ film and television brands.

“For BLE, we wanted to exhibit our entrepreneurial approach to consumer products by showcasing our global film and television franchises,” said Jamie Stevens, Executive Vice President of Worldwide Consumer Products for Sony Pictures Entertainment.

“By developing content that engages our audiences, both in America and abroad, SPCP has established itself as a true innovator in the licensing and merchandising space.”

At BLE 2019, Sony Pictures placed a special spotlight on Ghostbusters, Vivo, Outlander, and Cobra Kai. The showcase allowed fans, retailers, and licensing partners to explore the company’s newest consumer products.

Ghostbusters Expands Across Toys, Fashion, and Games

Sony Pictures Consumer Products continued expanding Columbia Pictures’ fan-favorite Ghostbusters franchise ahead of the film that was then scheduled for release in 2020.

Filmmaker Jason Reitman, the son of original Ghostbusters director and producer Ivan Reitman, was selected to direct the next chapter in the franchise.

Merchandise for the New Ghostbusters Film

• Hasbro was named the worldwide master toy licensee for Ghostbusters. The company planned a broad toy collection designed for fans of different ages.
• Sony Pictures also developed a multi-category licensing program covering apparel, accessories, publishing, collectibles, and interactive entertainment.

Classic Ghostbusters Collaborations

• Fashion partnerships included loungewear, pajamas, sweatshirts, denim, accessories, home goods, travel products, and backpacks.
• Participating brands included Cotton On, Cakeworthy, Roller Rabbit, and Naked & Famous Denim.
• Ghostbusters and Transformers joined forces for a five-issue crossover comic series from IDW Publishing.
• Blue Ocean planned a second issue of its Ghostbusters and Playmobil magazine in Germany, Austria, Switzerland, Italy, and Mexico.
• The magazine was set to include an original children’s comic, activity pages, and a collectible Playmobil figure attached to the cover.

Gaming also played a major role in the franchise’s expansion. Ghostbusters: The Video Game Remastered, featuring updated high-definition graphics, was scheduled for release on October 4, 2019.

The remastered game was developed by Saber Interactive for PlayStation 4, Nintendo Switch, Xbox One, and Windows PC.

Other interactive experiences included Ghostbusters World for mobile devices and Ghostbusters: Franchise 84 for Amazon Alexa devices. The franchise also appeared in gaming collaborations involving Psyonix, PikPok, Frontier Developments, Zynga, Digital Legends, and Ludia.

Vivo Inspires Music, Toys, and Publishing

From Sony Pictures Animation, the studio behind Spider-Man: Into the Spider-Verse, came Vivo, an animated musical adventure built around music, friendship, and travel.

The film featured original songs by Lin-Manuel Miranda, the creator of the Broadway musical Hamilton. Its story promised vibrant destinations and a contemporary soundtrack that blended several musical styles.

• Sony Pictures announced a multi-category licensing program featuring musical instruments, toys, home goods, and other products.
• Participating licensees included Jazwares, Franco, and Trends.
• Jazwares was named the master toy licensee and planned a full toy collection.
• The company also planned musical instruments through its First Act brand.
• Simon & Schuster, ABRAMS, and Bendon joined the publishing program.
• The publishing collection was expected to include children’s titles and coffee-table books.

Outlander Merchandise Brings the Story Home

Following the arrival of the first two seasons on Netflix, Outlander continued reaching fans through a consumer-products program involving more than 40 licensees.

The merchandise helped audiences bring elements of the time-traveling romance into their homes and wardrobes.

• Products included calendars, posters, collectibles, drinkware, trading cards, and costume and prop replicas.
• Lifestyle products included shawls, Scottish tams, fashion accessories, and jewelry.
• Retail distribution ranged from mass-market stores and specialty retailers to high-end fashion destinations.
• Licensees included Torrid, AbbyShot, Bixler’s, The Celtic Croft, Silver Screen Bottling Company, and Random House.
• Sony Pictures also worked with The Araca Group to update the official Outlander online store ahead of Season 5.

Cobra Kai Brings Dojo Rivalries to Retail

Following its Season 3 renewal, Cobra Kai continued the story of the longtime rivals introduced in The Karate Kid films.

At the time of the announcement, the YouTube Premium series had attracted a new generation of viewers while reconnecting longtime fans with the franchise.

Season 2 had received more than 47 million views and held an 88% Certified Fresh rating on Rotten Tomatoes. Meanwhile, the competing philosophies of Cobra Kai and Miyagi-Do placed the show’s characters on increasingly different paths.

• The licensing program included apparel, accessories, collectibles, publishing, and costumes.
• Licensees included Bioworld, Funko, NECA, Surreal Entertainment, and Party City.
• The Araca Group operated an official online store featuring products inspired by both the original films and the television series.
• IDW Publishing was named the global licensee for an upcoming line of Cobra Kai comic books.

The Boys Enters the Consumer Products Market

Following the announcement of a second season, The Boys prepared to expand beyond streaming with a full consumer-products program.

The dark action-comedy follows Hughie, played by Jack Quaid, Billy Butcher, played by Karl Urban, and their allies as they investigate The Seven and the powerful Vought International corporation.

The series presents a world where superheroes embrace the most dangerous sides of celebrity, power, and corporate influence.

• Sony Pictures developed merchandise across apparel, accessories, costumes, collectibles, and interactive entertainment.

El Camino: A Breaking Bad Movie Receives New Merchandise

El Camino: A Breaking Bad Movie was scheduled to arrive in select theaters and on Netflix on October 11, 2019.

The story followed Jesse Pinkman, played by Aaron Paul, after his dramatic escape from captivity. Jesse must confront his past as he attempts to build a future beyond the events of Breaking Bad.

Vince Gilligan, the creator of the Emmy Award-winning television series, wrote and directed the film.

• Sony Pictures planned merchandise and marketing programs with Spencer’s, Transworld, and the official Breaking Bad online store.
• Rust Belt Brewing announced Schraderbräu, a beer inspired by Hank Schrader’s fictional home brew.
• The beer was expected to appear through CraftShack, Costco locations in New Mexico, and select California retailers.
• K-Swiss planned limited-edition Breaking Bad shoes in collaboration with Foot Locker and its Project Greenhouse app.
• Additional limited-edition products were expected to arrive in spring 2020.
• USAopoly planned Breaking Bad-themed editions of Monopoly and Trivial Pursuit for 2020.

Entertainment Franchises Become Lifestyle Brands

Sony Pictures’ BLE 2019 presentation showed how entertainment franchises were becoming larger lifestyle brands. Films and television programs no longer existed only on screens.

Instead, audiences could engage with their favorite stories through clothing, games, books, collectibles, food, beverages, and home products.

From the nostalgic appeal of Ghostbusters to the darker world of The Boys, Sony Pictures used consumer products to connect with several generations of fans. The company’s strategy also demonstrated the growing value of global licensing partnerships within the entertainment industry.