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Spin Master and Hidden Pigeon Join Forces to Expand Mo Willems' Universe

Spin Master Corp., an esteemed global children's entertainment enterprise, is embarking on an exciting collaboration with the Hidden Pigeon Company to introduce co-branded toys and digital games based on Mo Willems' cherished book characters. This initiative aims to transform Willems' universally beloved creations into interactive play experiences catering to the imagination of children worldwide.

Mo Willems, a renowned children's author and illustrator, boasts an impressive portfolio with over 34 million books sold, including 50 titles that reached the New York Times bestsellers list. His characters like The Pigeon, Elephant & Piggie, and Knuffle Bunny have brought joy to countless families for over two decades. The new partnership between Spin Master and Hidden Pigeon Company seeks to elevate these beloved figures from the pages of their books to tactile, playful formats that children can engage with in various ways.

Tori Cook, Senior Vice President of Franchise Management & Consumer Products at Hidden Pigeon Company, expressed excitement about this collaboration, stating, “We’re thrilled to partner with Spin Master to provide children with new avenues to play and create with their favorite literary characters. This co-branded collection will offer specialty toys and digital games that inspire family bonding through Mo’s endearing stories.”

The launch of this collection kicks off this month with Piknik, a digital app bundle specifically designed for young users. Characters from Willems' books will feature prominently in apps such as Sago Mini World, Sago Mini School, and Crayon Club. The excitement will start on March 12, with interactive experiences like celebrations, creative coloring, and read-aloud story sessions, allowing kids to immerse themselves in Willems' colorful world.

Marc DeVellis, President of Digital Games at Spin Master, highlighted the creative synergy of this partnership, stating, “Mo Willems' characters embody a spirit of playfulness and emotional truth that meshes wonderfully with Sago Mini’s ethos, which encourages curiosity-driven play. This collaboration extends the fun into digital experiences, prompting children to explore, laugh, and unleash their imagination.”

Expansion of the product line is anticipated for this fall, aiming to include additional items from beloved brands Melissa & Doug and GUND. The collection will feature special products designed to support children’s developmental growth and enhance their storytelling skills. One noteworthy item from Melissa & Doug is the Don’t Let the Pigeon Drive the Bus Wooden Playset™, priced at $29.99, alongside the Elephant & Piggie Cube Puzzle™ available for $20.99.

GUND will also contribute to the collection with its line of plush toys, featuring The Pigeon, Elephant & Piggie, and Knuffle Bunny, crafted with premium soft fabric to ensure snuggly comfort and enjoyment, priced at around $27.00 each.

Hidden Pigeon Company was established in 2023 by Mo Willems in collaboration with Stampede Ventures and RedBird Capital Partners. This multiplatform content company is dedicated to expanding Willems’ impactful reach across various entertainment mediums, including licensing, merchandising, and digital content, all inspired by his beloved characters.

To further engage children and families, Hidden Pigeon Company has launched their YouTube channel, where they've begun sharing fresh content based on Willems' characters. The channel aims to inspire creativity and spark laughter while children discover the joy of Willems' characters in new, engaging ways.

Spin Master’s presence in the global toy market includes popular brands like PAW Patrol®, Bakugan®, and Rubik's® Cube. Their expertise in creating engaging play experiences continues with this new collaboration, ensuring that Willems' classic characters will remain a part of children's playtimes for years to come.

As Spin Master and Hidden Pigeon Company launch this innovative collection, families everywhere can look forward to the playful possibilities that Mo Willems' cherished characters will introduce to the joy of childhood play.