MyPlay MyPlay

The official ecommerce connection between fans and brands


Playtime isn't just for children.

We believe in the need to escape ... to play some records, play conqueror with a Viking’s axe, or play hooky to binge watch Breaking Bad.

MyPlay is the hall pass for fans of all ages to enter the world of their favorite shows, artists or brands, and take a piece home.

  • PlayStation

    Sony Computer Entertainment Europe

    We're upping our game with the PlayStation Gear Store, giving European fans across 22 countries direct access to a carefully curated selection of products. From console-shaped iPhone covers to products inspired by fan-favorite games, this action-packed online store has your gaming needs covered. Visit Store Visit Store
  • The 1975

    Universal Music Group

    At MyPlay, we speak rockstar. In other words, we understand how to market major global releases, such as the latest from British rock sensation, The 1975. We put fans first by focusing on their deeply personal connection to the bands they love, offering them must-have merch, box sets, and other exclusive products. Visit Store Visit Store
  • PopMarket

    MyPlay Direct

    Vinyl is the new black, and our vinyl-focused flash sale site, caters to audiophiles of all ages. Offering customers unbeatable deals from reissued catalog music to must-have new releases, PopMarket makes collecting vinyl accessible, affordable and informed, allowing music lovers to curate collections suited to their unique tastes. Visit Store Visit Store
  • The Walking Dead

    AMC Networks

    How do you satisfy fans' insatiable appetite for the most-watched cable drama in television history? Start with a killer commerce destination, to die for promotions and a bloodbath of must-have products. The world may have ended, but The Walking Dead Official Store goes on, more than doubling revenue year over year. Visit Store Visit Store

We power commerce-enabled playgrounds for some of the biggest names in music, sports, film, TV, gaming and lifestyle brands.

We allow our partners to focus on creating groundbreaking content, while we deliver the destination and cool merch for fans to live and breathe the brands they love.

We develop immersive online storefronts, curate authentic merchandise and handle all logistics from concept through customer care.

  • Tailored

    • Highly Secure Shopping Environments
    • Proven Merchandising & Conversion Features
    • Customized for Needs of Global IP Owners
  • Immersive

    • Award Winning Design
    • Streamlined UX
    • Mobile-First Approach
  • Strategic

    • Custom Product Development
    • Licensed Merchandise
    • Digital & Physical Media
  • Collaborative

    • Database & Loyalty Marketing
    • Direct-Response Strategies
    • Robust Insights & Analytics
  • Global Fullfilment & Customer Service

    • Shipping to 66 Countries
    • Geo-Targeted, Local currency and language support
    • Rights-Driven Fulfillment
Contact Us To Learn More

It's an exciting time for us and the industry. Stay up to date on the latest news.

Every MyPlay leader is passionate about transforming the way brands connect with fans.

With an impressive track record across entertainment, licensing, advertising and retail, we know the industry inside and out, bringing decades of experience to every store we launch, every product we sell, and each fan we serve.

Dan Pelson

Chief Executive Officer

Dan is an Internet and media entrepreneur and a recognized pioneer in developing innovative consumer-focused business models. Prior to MyPlay, Dan was an Executive Vice President at Sony Music Entertainment and responsible for the company’s global Direct to Consumer operations. Previously, he served as Senior Vice President of Global Consumer Marketing for Warner Music Group and founded and served as the CEO of several Internet companies, including uPlayMe, Inc.,, and Concrete Media. Dan received his BA in Political Science and Economics from Colgate University and an MBA from NYU’s Stern School of Business.

Bart Chinnici

Chief Financial Officer & Chief Operating Officer

Bart is a proven business leader with 20 years of progressive executive level experience across multiple industries. Bart has extensive experience in operations, process improvement, systems implementations, finance and accounting. Prior to joining My Play Bart has held senior level positions as COO / CFO at The Company Store, Vice President of Strategic Projects at Clear Channel Outdoor, CFO at Martindale Hubble and Loral Skynet Senior Director of Worldwide Operations. Bart began his career at Deloitte and Touche. He received his BS as well as his MBA from Wagner College. Bart graduated from the Warton School’s Advanced Management Program (AMP 53) and is a CPA (Inactive).

Craig Walsey

Chief Revenue Officer

Craig is a senior business development executive with over 20 years of experience covering a broad range of concentrations, including merchandising & licensing, multi-channel commerce (web, mobile, social & TV), social media, and digital advertising. Prior to joining MyPlay, Craig was most recently Vice President of Business Development for Delivery Agent. Craig has also held senior level positions at Paramount Pictures, Winterland Productions, bebe stores as well as several Internet startups. Craig began his career as a lawyer for Viacom’s Entertainment Group and received his BA from Emory University and his JD from New York Law School.