Full steam ahead for Spin Master’s Mighty Express as Penguin Young Readers is named global publishing partner

The global children’s entertainment company, Spin Master has secured a global publishing deal for its Mighty Express IP with Penguin Young Readers, a division of Penguin Random House.

Under the new deal, the publisher will have the global rights to roll out 8x8s, board books, shaped board books, picture books, novelty books, leveled readers, holiday books, and exclusive rights to sticker, activity, colouring and novelty books, all based on the animated pre-school series.

Spin Master Entertainment launched mighty Express – an original animated pre-school series – on Netflix in September 2020. The series appeals to both pre-schoolers and their parents through inclusive and diverse characters combined with stories that promote hard work and celebrate accomplishments.

Built within a franchise ecosystem that includes the streaming series, a YouTube content destination, a Mighty Express mobile app and a toy line slated to launch fall 2021, Penguin Random House will aim to ‘further enrich the franchise sharing the quirky characters and their exciting adventures with pre-schoolers in new formats.’

“Mighty Express is an exciting franchise, with content developed through the lens of play which reaches preschoolers and their families through a multi-platform approach,” said Juli Boylan, Spin Master’s VP of franchise development and outbound licensing.

“We are thrilled to be working with Penguin Young Readers, who are experts at sharing stories that will continue to build deeper engagement and brand love for Mighty Express.”

Daniel Moreton, vice president and associate publisher, Penguin Workshop, added: “When we first stepped into the wonderfully engaging and adventurous world of Tracksville, we knew immediately that we wanted to get onboard. The Mighty Express themes of partnership, unity, and connection, are universal, and something we all need right now.

“Penguin Young Readers Licenses is thrilled to be partnering with Spin Master once again. Their collaborative creative energy and brand building strategies, aimed at reaching kids everywhere they are, make the journey just as exciting as the destination.”

Mighty Express marks Spin Master Entertainment’s first series launching straight to a streaming platform and is part of the Company’s commitment to a multiplatform content strategy. The Mighty Express franchise is wholly-owned by Spin Master and the Company retains the rights to distribution of the series including licensing of consumer products.

The Penguin Young Readers line of books and activities are expected to launch in autumn 2021.

About Robert Hutchins

Robert Hutchins is the editor of Licensing.biz and ToyNews. Hutchins has worked his way up from Staff Writer to the position of Editor across the two titles, having spent almost eight years with both ToyNews and Licensing.biz, and what now seems like a lifetime surrounded by toys. You can contact him by emailing robert.hutchins@biz-media.co.uk or calling him on 0203 143 8780 You can even follow him on Twitter @RobGHutchins if ranting is your thing...

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