Star Stable gallops into toy licensing with Just Play

Swedish games company Star Stable Entertainment (SSE) has signed a global toy line deal with leading consumer products company Just Play for its hugely successful gaming brand Star Stable Online, via Finnish and Canada-based licensing and animation studio Ferly.

The first toy line will hit the market 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. It will also feature other must-have items for the dedicated global fandom and for horse and animal lovers. Staying true to Star Stable’s commitment to putting its community first, there are also plans to gather input from its global fanbase during the product development process.

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.

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.”

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.”



About Tessa Clayton

A former Chief Sub of Red magazine, Tessa Clayton is the Digital Editor of and ToyNews. As a freelance journalist she specialised in writing about parenting and family life, and has contributed to a wide variety of publications and websites including Tesco online, Mother & Baby, Livingetc, Junior, Boots Health & Beauty, Practical Parenting and Get in touch at

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