Sony Names Emoji Movie Master Toy

Just Play, Planet Sox, High Point, Thermos are on board to support the new emoticon movie.

Sony Pictures Consumer Products has selected Just Play to serve as the master toy partner for The Emoji Movie. The company has also revealed a raft of licensees for the upcoming film.

As the master toy partner, Just Play will introduce a new line of toys including blind bags, collectible figures, light-up figures and plush toys inspired by the range of characters in the movie.

Sony has also secured the movie’s first partners across apparel, housewares and toys. New licensees include Planet Sox, High Point, Accessory Innovations, AME, Freeze and Bentex for apparel; Thermos, Zak and Franco Manufacturing for housewares; and Ty for toys. Additional licensing partners will be announced at a later date.

“Since the emoji world is made up of hundreds of characters with unique personalities, this movie offers a great opportunity to create toy collectibles,” says Jamie Stevens, executive vice president, worldwide consumer products, Sony Pictures Entertainment. “We are thrilled to team up with Just Play, and a strong network of licensing partners, to develop a wide range of innovative products that will resonate with emoji-loving consumers everywhere.”

The Emoji Movie is slated to hit theaters worldwide starting this July.