Spin Master taps WildBrain CPLG, Tycoon and Haven for global licensing efforts

Spin Master has entered into strategic agreements with three international licensing agents in order to build out consumer product campaigns across its portfolio of brands, including Hatchimals, Bakugan, Toca Life, Zo Zo Zombie, Etch A Sketch, and Tech Deck.

The global toy company has tapped WildBrain CPLG for EMEA, Tycoon for Latin America, and Haven for Australia and New Zealand.

These international licensing agents will work with Spin Master to initiate and drive licensee activity across apparel, accessories, back-to-school, food and beverage, gift and novelty, health and beauty, home décor, party goods, publishing, seasonal, sporting goods and promotional partnerships.

Global licensing efforts are already underway for Bakugan, Spin Master’s ninth television series, complete with an innovative toy line, card game and mobile app.

The licensing program leverages the key attributes of the brand – battling, gaming, and collectability with a style guide based on anime-styled art, building on the brand’s rich heritage and adapting to a new generation of fans.

In 2019, Spin Master unveiled the significant licensing potential behind Toca Life with a back to school programme at H&M featuring a fashion collection for both girls and boys. The capsule collections combined the characters of Toca Life with fashion by channeling the spirit of the game.

Based on its successful performance, the collaboration will be further expanded on in Spring 2020. With over 13 million downloads of Toca Life, there exists an exciting pipeline of global opportunities.

“Evergreen global properties combined with new IP have established Spin Master as a leader in content creation, toy development and franchise building,” said Juli Boylan, vice president of franchise development and outbound licensing at Spin Master.

“We are thrilled to join forces with WildBrain CPLG, Tycoon and Haven, all with stellar reputations and proven track records in their respective markets. Each share our entrepreneurial spirit and are sure to accelerate our global licensing efforts by bringing our brands, characters and stories to consumers in new and unique ways.”

“Spin Master is globally known for its innovative toys and brands and we are excited to be aligning our complementary skills and expertise across these core properties, seeking fresh new opportunities to grow their presence with both new and established fans worldwide,” added Maarten Weck, executive vice president and managing director, at WildBrain CPLG.

The news arrives just as Spin Master celebrates another successful London Toy Fair this year, where the firm was recognised at the annual Toy Industry Awards with a slew of wins, presented by the BTHA and the Toy Retailers Association.

In a ceremony held on the first day of the London Toy Fair, Spin Master was named Global Supplier of the Year and PAW Patrol Pre-School Range of the Year for a second year in a row.

Additionally, the BTHA named Spin Master’s newly launched DC toy Batman 12inch Deluxe Figure with Rapid Change Utility Belt as one of the ‘Toy Fair Heroes’.

“It’s a great honour for Spin Master to once again be recognised with these important industry awards, a true reflection of our team’s dedication to both product innovation and partnerships,” said Ben Gadbois, Spin Master’s global president and COO.

“Spin Master is committed to continuous innovation and we are excited to unveil our 2020 line up that is sure to encourage creativity and ultimately make life more fun.”

“We’re delighted to be recognised at this prestigious industry event, an amazing start to another new year in this fantastic industry,” said Hedley Barnes, general manager Europe. “In addition to accolades for our brands, it is wonderful to be acknowledged for Spin Master’s part within the global toy industry, something we take pride in achieving.”

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