Hatchimals Expands into Publishing

Penguin Random House Children’s U.K. and U.S. are on board to extend the popular toy brand through fiction, activity titles and more.

Spin Master has granted Penguin Random House Children’s U.K. the worldwide publishing rights (excluding North America) for Hatchimals.

The three-year agreement will see the development of the Hatchimals world as well as showcase the brand through a mix of fiction, activity formats and a collector’s guide.

The first title, The Giggling Tree, is scheduled to hit U.K. retailers this May, along with the first sticker activity book, Magical Adventures.

Spin Master will also partner with Penguin Random House Children’s U.S. to publish a series of Hatchimals titles in North America.

“I am thrilled that Hatchimals will be joining the Puffin nest for publishing,” says Beth O’Leary, editor, Penguin Random House Children’s U.K. “Just like kids and parents everywhere, we were all completely mesmerized by these toys as soon as we saw them. After months of working to develop the Hatchimals story, I can’t wait to give children the answers to some of the mysteries still surrounding these adorable little creatures.”

Additionally, the toy company is set to expand the brand throughout 2017.

“We have seen tremendous response to Hatchimals and we’re thrilled to expand their universe through this agreement with Penguin Random House Children’s division,” says Ben Gadbois, president and chief operating officer, Spin Master. “We’re confident that children will be engaged and enchanted as they learn more about Hatchimals through these stories. This, in addition to our plans for Hatchimals in 2017, will play an important role in continuing the evolution of this brand to fuel children’s imaginations for years to come.” 

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