Spin Master and Universal Strengthen Licensing with New Plush Offerings Across EMEA
Expanded Plush Deal Between Spin Master and Universal
On September 24, 2026, Spin Master Corp. (TSX: TOY), an esteemed children's entertainment company, and Universal announced the enlargement of their licensing agreement. This updated collaboration provides Spin Master regional rights to market and sell numerous plush products across Europe, the Middle East, and Africa (EMEA) beginning January 1, 2027. This multi-property agreement aims to utilize Spin Master's extensive retail and marketing proficiency to introduce popular franchise characters to eager consumers.
The partnership showcases a variety of beloved Universal franchises, which include
- - DreamWorks Animation's Gabby's Dollhouse
- - How to Train Your Dragon
- - Jurassic World from Universal Pictures and Amblin Entertainment
With this deal, Spin Master plans to deliver an array of plush formats that are core, collectible, stylized, and customized. This approach is designed to enhance fan involvement and excitement within retail environments, ensuring that these cherished characters captivate audiences across EMEA.
This expanded agreement marks a significant milestone in the already robust 16-year collaboration between Spin Master and Universal. The two companies have previously enjoyed great success with several major global properties, including those mentioned above and the anticipated launch of the Hellbreak Trading Card Game in 2027.
Hedley Barnes, Spin Master’s Senior Vice President for International Sales and Marketing, commented, “This licensing agreement combines Universal’s impressive array of properties with Spin Master's deep-seated plush expertise and extensive infrastructure in EMEA. Our history of collaboration has been fruitful, and with our combined scale and local market knowledge, we are prepared to elevate and proliferate Universal's plush offerings across this significant region.”
John Revill, the Regional Managing Director of EMEA at Universal Consumer Products & Games, echoed this sentiment, stating, “Our partnership with Spin Master has previously demonstrated remarkable results across our most successful franchises. This enhanced agreement is an exciting progression in that relationship, as we are well-equipped to increase our plush business throughout EMEA and provide even more of our beloved brands to retail consumers.”
About Spin Master
Spin Master Corp. (TSX: TOY) is a globally recognized children's entertainment enterprise, known for generating outstanding play experiences across its three creative hubs: Toys, Entertainment, and Digital Games. The company has a significant global toy distribution network and is well recognized for award-winning brands like PAW Patrol®, Melissa & Doug®, Bakugan®, and Rubik's® Cube. Furthermore, Spin Master serves as the global toy licensee for several iconic properties, crafting engaging multiplatform content through its own entertainment studio, which includes the powerhouse preschool franchise PAW Patrol along with various original shows, short-form series, and feature films.
With more than 29 offices in nearly 20 countries, Spin Master prides itself on reaching approximately 60 million active users every month with its digital games, such as Toca Boca® and Piknik™. The company employs close to 2500 individuals worldwide, reflecting its robust presence in the global children's entertainment market.
Topics Consumer Products & Retail）
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