Play Interactive Sdn Bhd Information

PLAY Interactive is a Southeast Asian IP experience company that brings iconic brands, characters and entertainment worlds to life through retail, F&B, events, merchandise and immersive experiences. Founded in 2006, PLAY began in video game, console, accessories and entertainment distribution before expanding into proprietary gaming brands such as SCRY, Omelet Gaming and PXEL. From 2025 onwards, the company entered a new growth phase focused on licensed IP, experiential retail, lifestyle concepts and consumer engagement. Today, PLAY operates across six core pillars: IP Retail, IP F&B, IP Experience & Events, IP Merchandise, Cultural Collaborations, and Distribution & House Brands. Its approach goes beyond traditional licensing by creating complete consumer ecosystems around each IP — from flagship stores and pop-ups to cafés, bakeries, exclusive merchandise, activations and destination experiences. PLAY's growing IP ecosystem includes **Care Bears, Smiley, Teddy Tales, Coca-Cola and Hello Kitty & Friends**, supported by immersive retail, lifestyle concepts, cultural collaborations, exclusive merchandise and experiential activations. With a philosophy of **“Global IP. Local Relevance. Regional Scale.”**, PLAY combines brand strategy, licensing, retail, F&B, design, events, distribution and community engagement to create memorable experiences across Southeast Asia. PLAY Interactive believes people want more than products — they want stories, experiences and communities they can be part of. **More Play. A Brighter Tomorrow.**