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People Profile: Jamie Stevens, EVP Global Consumer Products and Licensing at Sony Pictures Entertainment image

People Profile: Jamie Stevens, EVP Global Consumer Products and Licensing at Sony Pictures Entertainment

The global licensing community is powered by an incredible group of professionals whose diverse backgrounds and creative energy drive innovation and excellence. Each week we profile one of these professionals in this ongoing series.

How did you get into licensing (or how did licensing find you)?
I’m fortunate to have spent a good amount of my career in brand marketing and licensing is a great extension in marketing a property. I have had the opportunity to work on some of the world’s most iconic brands, characters, and properties.

What’s a “typical” day in your current position?
No two days are the same, especially when you have a diverse portfolio like we do at Sony. On a given day I might be in a strategy meeting, having lunch with a potential licensee, or pitching retail. Collaborative working is the constant in my days—I’m grateful to have a great network of colleagues and partners that make the work we do so gratifying.

What’s your biggest personal or professional accomplishment?
Throughout my career, I’ve accomplished a lot that I’m proud of. Overall, the most significant accomplishment is delivering products to fans worldwide based on some of the most beloved franchises in the world.

What are the most significant trends or changes that you’ve seen in the business in recent years?
A trend that comes to mind is nostalgia. This year at Sony, we’re celebrating 40th anniversaries for two of our properties—Karate Kid and Ghostbusters. To stand the test of time across decades is no small feat. It speaks to consumer sentiment as people have cherished memories attached to those franchises and still love them today. And now their own kids and grandkids are fans too. The key is remaining authentic to the core of the property, while also evolving to meet consumers where they are.

What keeps you up at night? What’s your biggest challenge these days?
I believe that as a global licensor, we have a responsibility to understand consumers and what matters to them. Keeping a keen pulse on this outlook is something I challenge myself and my team with every day.

In your opinion, what is the top skill every licensing executive should have in order to succeed?
The ability to be adaptable! If the past few years taught us anything in this industry, it’s that timelines can, unfortunately, shift based on the world happenings around us, and you may have to pivot more often than you’d like. Being able to roll with the punches and be flexible and nimble goes a long way!  

What’s the best piece of advice you’ve ever received, or what’s your favorite quote?
The best piece of advice I’ve received over the years is to return people’s phone calls (now, maybe emails). You never know where someone will go or who might be working with you in the future.

What is your favorite licensing deal of all time? (It doesn’t have to be one that was signed by you.)
It’s hard to pinpoint a favorite licensing deal of all time—there have been so many impressive partnerships across industries just in the last year or so. Between Mattel’s Barbie universe, which took the world by storm in 2023, to our own Sony Pictures Consumer Products Ghostbusters partner portfolio, both licensees and licensors cross-industry continue to innovate and bring consumers and fans fresh-thinking new collaborations, engaging experiences, and products that excite them.

If you weren’t in licensing, what would you be doing now?
If I wasn’t in the licensing industry, I would definitely still be a part of the entertainment industry as a whole in some way. The entertainment space is filled with so many bright minds who I continue to learn from every day, and who bring extraordinary products, collaborations, and experiences to consumers both on and off the screen.

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