November 8, 2023
Moonbug Entertainment, a part of Candle Media, and Spin Master, a global children’s entertainment company, have announced a global alliance. The agreement leverages the capabilities of both companies and aims to maximize audience growth across a mix of product and content, encompassing licensing, content production and targeted media placement for some of Moonbug and Spin Master’s most known brands.
“We are thrilled to partner with Spin Master, a company that shares Moonbug’s values, especially the importance of giving children around the world the opportunity to laugh, learn and grow,” says Ryan Gorman, vice president, consumer products franchise, toys and retail development, Moonbug Entertainment. “Together, we will help kids interact with their favorite brands and characters in new and exciting ways across all aspects of our respective business capabilities in consumer products, content production and media management.”
This strategic alliance will focus on elevating the intellectual property of both companies, with Spin Master lending its global expertise in preschool product development and distribution as the global master toy licensee for two of Moonbug’s IPs, “Blippi” and “Little Angel.” Spin Master toys and games for these popular preschool properties are expected to hit shelves in 2025.
“We’re excited to have the opportunity to infuse Spin Master’s signature innovation into Moonbug’s incredibly popular properties which have enthralled children on a global scale,” says Doug Wadleigh, executive vice president, head, global toy brands, Spin Master. “We’ll leverage our deep experience in preschool play and incredible legacy of delivering onscreen moments and characters to playrooms in real life for the highly engaged fanbases of these two properties.”
The alliance will also leverage Moonbug’s capabilities in media and content production for key Spin Master properties. Spin Master will tap into Moonbug’s expertise in driving successful channel growth by securing paid media on Moonbug’s and selected channels across YouTube and CTV for select brands.
Moonbug will also create YouTube short-form, animated content for key Spin Master Entertainment properties, leveraging Moonbug’s creative and production capabilities and track record of engaging audiences. Content from the partnership is expected to launch throughout 2024 and publish weekly to YouTube, including Spin Master Entertainment’s newest preschool series, “Vida the Vet.”
“The way families enjoy entertainment today is ever-evolving,” says Dan’l Hewitt, head, global partnerships, Moonbug Entertainment. “Brands and shows are used as a tool to bond, learn, entertain, play and so much more. With this new collaboration, we are redefining what a licensing relationship can look like to the benefits of both parties and their respective audiences. Together, we deliver families’ favorite shows and amplify their experience whilst leveraging our mutual strengths and expertise.”
“As children’s content consumption habits continue to evolve, we are staying on the leading edge by partnering with Moonbug to meet kids where they are,” says Jeremy Tucker, executive vice president, global chief marketing officer, Spin Master. “Together we will further deepen engagement with our globally recognized brands, with an emphasis on the power of storytelling, to inspire imaginations and new play experiences for kids everywhere.”
In other Spin Master news, the company recently acquired Melissa and Doug, a toy company focused on wooden play items. For Moonbug, the company has delved into video game content, podcasts and even a radio station as of late. This partnership leverages the strengths of both companies and opens the door for an extensive consumer product line, especially with the growing popularity of the “Blippi” and “Little Angel” properties.
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