Brand Profile - Stumble Guys

Stumble Guys strides ahead

In this exclusive Q&A, Yaro Polyanskiy, director of Licensing, Consumer Products Licensing, Stumble Guys, tells Toy World readers how Scopely, the studio behind the gaming sensation, continues to work with licensees to bring toys, merchandise and much more to players across the world.

First of all, how is Stumble Guys performing right now?

Stumble Guys is continuing to engage and delight a massive fanbase, with over 700m downloads worldwide. During the past year, we expanded the game to consoles by launching on PlayStation, Xbox and Nintendo Switch, reaching new audiences unique to each platform and growing brand awareness across the globe. In 2024, we partnered with some of the world's most iconic brands including Teenage Mutant Ninja Turtles, Dungeons & Dragons, MyHero Academia, Barbie and Looney Tunes. These collaborations introduced exciting in-game events and fresh adventures for our players that seamlessly blended these beloved franchises with the Stumble-verse.

In 2025, players can expect even more great partnerships, including our most recent collaboration with Gen Z and Gen Alpha sensation Skibidi Toilet. The team at Scopely is committed to always providing the community with new ways to play; we’re constantly developing imaginative game levels, introducing new Stumblers and enhancing the overall look and feel of the game to elevate the player experience.

What are the biggest consumer product licensing opportunities that Stumble Guys offers compared to other games in the same space?

With over 700 playable characters split between different tiers of rarity in our game, Stumble Guys offers a wonderful opportunity for our licensing partners to create product lines with an amazing collectability component. Our master toy partner, PMI, has already released two official global toy series - each featuring unique and beloved Stumblers - which generated significant excitement and engagement among our huge player base. Similarly, our master trading card and sticker partner, Panini, has released two global series showcasing over 200 Stumblers, further fueling fan and collector interest. In addition to characters, the game features over 70 distinct levels and multiple game modes which open endless possibilities for licensees to bring the frenetic, social fun of Stumble Guys into their own consumer product collections.

How have your partnerships with existing licensees evolved over the past 12 months?

Consumer products is still a new area for us. When we launched our licensing programme in May 2023, we had a limited set of assets available for our licensees to create products with - largely because we were caught by surprise by the game’s overwhelming success and demand for physical merchandise! Since then, we’ve been hard at work providing our existing and new partners alike with brand books, style guides, assets for hard lines and soft lines, and any other tools necessary to develop the products. Right now, we’re working on further developing the style guides for soft lines partners, based on the growing interest in the apparel segment. We have also increased the impact of our marketing and communication efforts to support our partners, by introducing geo-targeted in-game announcements for new licensed product launches in a fun, organic way.

What major Stumble Guys product launches should we be most excited about this year?

This spring, together with our master toy partner PMI, we’re launching a new line of collectible figurines with redeemable codes in the USA, followed later in the year by a line of action figures with redeemable codes that will be launched globally. Each figure will include a code inside the packaging that can be redeemed on the Stumble Guys website for a character that matches the chosen action figure. We’re also incredibly excited to be launching a full spring/summer collection with one of the largest fashion retailers globally, following the success of last year’s limited capsule drop. We’re continuing to expand the apparel category with other regional mass and fashion retailers in Europe, Middle East and Latin America. Additionally, we will be launching the first-ever Stumble Guys licensed activity events in the Middle East, giving players a chance to connect with the Stumble-verse in real life.

Are you looking to expand into new and untapped licensing categories this year?

We’re actively working on expanding our licensed partnerships portfolio, given we have a global presence with toys, collectibles and apparel. Our licensing agents are working on expanding the brand presence regionally; we see a lot of interest coming from back-to-school, secondary toys, fast moving consumer goods and promotional categories.

Throughout the rest of 2025, how will the Stumble Guys game continue to develop and expand?

This year we are marking the 5th anniversary of Stumble Guys, and we’re celebrating in a big way. Players can look forward to new fun levels dropping monthly, exciting third-party IP partnerships and, of course, new and exciting Stumblers. With a refreshed look, the game will introduce even more collaborations, deeper storytelling within the Stumble-verse and enhancements to fan-favourite features.

Our game is loved by a global community of fans which is highly engaged and always looking forward to enjoying new adventures with friends in the Stumble-verse, sharing them with the world via social media, and even becoming ambassadors and content creators for our brand and game. Their loyalty encourages us to keep listening to our audience and evolving the game based on the experiences they seek. Consumer products add an exciting new dimension to the mix, creating a 360º experience that connects the digital game with the physical world.