Special Feature - Just Play

Say “Aloha” to Just Play’s all-new Disney Stitch collection

The new live-action Disney Lilo & Stitch is dropping this month, and as master toy licensee for the movie, Just Play UK has a host of Stitch-themed lines available now. To find out more, Toy World spoke with Amy Saunders, Country manager UK, on what’s in store and how Just Play will be supporting these new releases.

Tell us about Just Play’s journey with Disney Stitch…

Just Play began collaborating with Disney Stitch back in Q4 of 2022 with the introduction of the Disney Stitch That’s So Stitch figure capsules. The overwhelming demand for all things Stitch has led to impressive sales, with over 1.5m figures sold. Fans can’t get enough of these Stitch and Angel collectibles, each captured in iconic poses and packaged in themed blind capsules.

Since then, the Disney Stitch licence has skyrocketed – in 2024 it was named as Europe’s Top Gaining Toy Property for the Plush Supercategory (Circana) – and alongside this growth, Just Play has evolved its Disney Stitch offering to include feature plush, collectible figure sets, a Jumbo Mystery Capsule and more.

What’s in store for Just Play’s Disney Stitch range ahead of the big movie launch?

Just Play has a host of new Disney Stitch Live Action lines available now. Among the movie range is Disney Stitch Many Moods Stitch Plush. This feature plush brings Stitch’s lovable personality to life with light-up, animated LCD eyes and over 50 sounds and phrases. Fans can scratch Stitch’s head to reveal his lovable side, rub his belly for playful antics or feed him when he’s hungry. They can even jiggle, tilt or hold Stitch upside down for reactions, but too much bouncing might make him grumpy. When it’s time to wind down, Stitch can be gently rocked to hear him yawn as his eyes close for sleep. Also landing in time for kids to take along to the cinema with them are the Disney Stitch Movie Time Blind Boxes, with seven to collect, each capturing an iconic movie moment. Ahead of the movie, fans can also expect fresh additions to the core Disney Stitch range. There are fun new formats for Just Play’s collectibles range, inspired by the mischievous alien’s antics. Disney Stitch Swirl-a-Stitch Clip-On Figures have been designed to add a dash of interstellar flair to a favourite backpack, purse, keychain or more.

There’s also the Disney Stitch Collectible Figure Set, which is ideal for play and display. It comes with six characters from the movie, plus a variety of accessories for tropicalthemed adventures. For something a little different that packs significant play value, the Disney Stitch Jumbo Mystery Capsule is a plastic moulded Stitch head which comes filled with figures, stickers and activities.

How will Just Play be supporting its new lines?

The launch of Many Moods Stitch and the wider Disney Stitch collection is high priority for Just Play, with a full 360-degree marketing campaign. This will include linear TV advertising, YouTube digital pre-roll activity, a comprehensive campaign across Meta and TikTok, impactful collaborations with parental influencers and Disney fans, as well as events and so much more.

What’s still to come?

There’s plenty more in the pipeline, and autumn/winter 2025 will bring even more additions to the Disney Stitch range by Just Play, including collectibles, role-play, dolls and interactive plush.