Sony Interactive Entertainment’s Steffi Steffen talks fandom, creativity and the untapped potential of Astro Bot

Steffi, you have an enviable CV in the industry thus far. Was a career in licensing always part of the plan?
Licensing actually evolved naturally for me and quickly became the perfect intersection of creativity, strategy and consumer engagement! I started in product management at Mattel and Staedtler, and over time, I found myself drawn to roles where I could help build emerging franchises, connect with consumers and scale brands globally. Working at Disney, Netflix, Hasbro and now with Sony Interactive Entertainment, I have had the privilege of shaping licensing strategies across some of the world’s most iconic IPs and brands.

We’ve just had BLE – what brands did you focus your attention on there?
At BLE, our focus was on Astro Bot, The Last of Us, Ghost of Yōtei, Horizon, God of War and Helldivers 2. Each franchise has unique characteristics that lend itself to different licensing opportunities. Astro Bot’s playful, family-friendly appeal is ideal for toys, lifestyle and homeware. The Last of Us works beautifully in collectibles and commemorative products. Ghost of Yōtei bridges gaming with lifestyle, highlighted by our high-fashion collaboration with Ark8. We’re also excited about upcoming transmedia opportunities with Horizon and Helldivers 2, offering exciting potential across broader lifestyle and retail categories.

A great line-up there. Can you talk us through some recent launches that highlight how creative licensees can be with your brand?
Ghost of Yōtei is a perfect example. The game blends expansive exploration through the beautiful and rugged landscapes of 17th Century Japan. The story follows Atsu, a lone mercenary focused on redemption. Partnering with Ark8, we’ve captured the feeling of the game with high fashion, creating apparel collections that appeal to both core fans and fashion-forward audiences.

Another recent example is our collaboration with artist Yinka Ilori at Bloomingdale’s. He brought his colorful, playful design language to a dedicated PlayStation pop-up, combining consoles, gaming accessories and lifestyle apparel. It’s a wonderful illustration of how licensing can extend beyond traditional categories and create immersive, experiential spaces for fans, inviting them to interact with the brand in a whole new way.

What are some of the creative challenges in translating video game IP into physical consumer products?
The biggest creative challenge is staying true to what makes each franchise special, while bringing it to consumers beyond the screen. Every PlayStation title has its own visual language, emotional tone and cultural resonance. Whether it’s the vibrant energy of Astro Bot or the emotional depth of The Last of Us, these are experiences that mean a lot to our fans.

As a result, we take a selective, highly collaborative approach when working with partners to make sure we’re delivering something that feels meaningful and authentic. At the same time, crafting products that can resonate with broader audiences and work in retail environments is also a priority.

What brands in your portfolio remain untapped licensing-wise? Where do you see potential?
Astro Bot has so much potential. It’s already a critically acclaimed title winning Game of the Year in 2024, and we’re only just beginning to explore its reach across toys, collectibles and lifestyle products. Ghost of Yōtei has a powerful story and a rich environment that is really resonating with our fans.

Before we wrap up, what fuels your creativity? What helps you have ideas for where your brands could go?
What fuels my creativity, and really, what drives our entire organisation, is the passion of our fans. There’s no better inspiration than seeing how people around the world engage with the PlayStation brand and our IP. That emotional connection is what drives everything we do.

When it comes to PlayStation’s IP and how it extends beyond games, our approach is about authenticity. We don’t just license logos – we look for meaningful links that reflect the heart of each franchise. That’s why you’ve seen us partner with creative leaders across fashion, lifestyle, snacks and even live entertainment. These collaborations aren’t just brand plays. They’re expressions of fandom, thoughtfully designed to connect with people in new ways.

As to where our brand could go, a big part of our strategy is being selective and intentional. We ask ourselves: Does this idea bring the story to life in a way that honours the original experience? Can it surprise and delight both core fans and new audiences? We’re always looking for that creative edge, that right moment, the right partner and the right way to expand the PlayStation universe in a way that feels true to who we are.

Great answer. Thanks again Steffi.