10 Minutes with… Juli Boylan, Spin Master

Spin Master is a global children's entertainment company. With distribution in more than 100 countries, Spin Master is best known for brands PAW Patrol, Bakugan, Kinetic Sand, Air Hogs, Hatchimals, Rubik’s Cube and GUND, and is the global toy licensee for other popular properties. Ahead of Licensing Expo, License Global spoke with Juli Boylan, global head, Spin Master about the licensing industry and Spin Master’s upcoming Expo plans. 

You’re exhibiting at Licensing Expo and have big plans for your booth: a Rubik’s theme and some other popular Spin Master brands. Tell us about that. 

We’re very excited to return to Licensing Expo after 2 years off! We wanted to create a fun and interactive booth to tie-in with the experiential events happening at the show and what better brand to represent interactivity and community than Rubik’s! With 98% global awareness and its iconic colors and shape, Rubik’s Cube represents playful intelligence and creativity. 

We will also be highlighting some of Spin Master’s other evergreen brands and growing properties including our global battling franchise, Bakugan, which has recently engaged with fans through gaming and immersive viewing experiences through Roblox and Tech Deck, a global leader in finger boarding that creates working replicas of skateboards and many others. We also have a sneak peek of other upcoming Spin Master Entertainment properties. 

What is Spin Master’s goal at Licensing Expo this year, specifically for Rubik’s? 

In 2024, Rubik’s will celebrate 50 years of captivating audiences globally. This iconic puzzle has sold more than 450 million units worldwide and has captured the hearts and minds of multiple generations. We want to pay homage to the pop-culture icon by creating collaborations with other major brands. 

What would you attribute to Spin Master’s success in the licensing industry over the years? 

Spin Master has an outstanding reputation in the industry – people want to work with us which is so refreshing. We believe in the power of relationships and partnerships. We are known for our creativity and innovation with a solution-based mindset that allows us to find new ways of doing business and ultimately growing our business.  

What advice would you give to someone just starting out in licensing? 

First, always learn who your customer is and their buying habits. Stay current on what’s happening in the world, especially in the digital space as the business is constantly changing and evolving. There is no exact formula for licensing so think of unique ways to promote and celebrate your brands that will ultimately generate awareness and drive revenue. And lastly, love what you do and have fun because Licensing is an amazing industry filled with fabulous people! You will never want to leave… 

What changes have you seen in the industry over the past few years? What trends do you predict in the future? 

No doubt there has been a lot of change as a result of COVID, our priorities have shifted and buying habits have changed. Family remains a top priority and people are continuing to spend more time at home. We’ve seen explosive growth in our own digital games offering including Toca Life World and Sago Mini and there is no doubt the digital and gaming space will continue to flourish and offer new opportunities for growth and expansion.