Spin Master teams with Hidden Pigeon Company to bring The Pigeon, Elephant & Piggle and more into toys

Spin Master is teaming up with Hidden Pigeon Company to bring Mo Willems’ popular characters into toys and digital games.

The partnership kicks off with Piknik, Spin Master’s digital app bundle for kids. Mo Willems’ characters will be featured in Sago Mini World, Sago Mini School and Crayon Club, beginning with Sago Mini World on March 12th.

The line will expands this Fall with a Don’t Let the Pigeon Drive the Bus Wooden Playset and Elephant & Piggie Cube Puzzle from Melissa & Doug, as well as premium GUND plush for characters like The Pigeon, Elephant & Piggie and Knuffle Bunny.

“We’re excited to be partnering with Spin Master to give kids new ways to create and play with their favourite characters from their favourite books,” said Tori Cook, SVP Franchise Management and Consumer Products at Hidden Pigeon Company.

“Melissa & Doug toys and GUND plush have been loved by generations of children. Through this co-branded collection of specialty toys and digital games, we hope kids and families will connect and play together, inspired by Mo’s endearing and hilarious classic characters.”

Marc DeVellis, Spin Master’s President of Digital Games, added: “Mo Willems’ characters have a playful spirit and emotional honesty that align beautifully with the kind of open-ended, curiosity-driven play Sago Mini is known for. Through this collaboration, we’re extending the fun into digital experiences that invite kids to explore, laugh, and let their imaginations run wild.”

–

To stay in the loop with the latest news, interviews and features from the world of toy and game design, sign up to our weekly newsletter here

More Recent News

Zuru readies NFL Ballers

“NFL Ballers is built for the way fans collect today – instantly recognisable stars, real chase mechanics, and a price point that keeps the thrill of the pull within reach,” said Chloe McKenzie, Global Marketing Director Zuru.

Hasbro launches AI studio Sixth Wall to give partners a framework for bringing its characters into AI experiences

“It opens entirely new surfaces for play and storytelling, from making a store greeting feel magical to transforming a call waiting experience into a moment with a fan’s favourite character,” said Hasbro CEO Chris Cocks.

Visitor registration now open for BLE 2026

“BLE 2026 is set to be the biggest edition yet,” said Ella Haynes, BLE event director.

LEGO brings SMART Play tech to Pokémon sets

“LEGO Pokémon creatures respond to children’s actions: meaning fans can build, train and interact with their LEGO Pokémon creatures through hands-on, imaginative play that encourages creativity, confidence and storytelling,” said Julia Goldin, Chief Marketing and Product Officer at the LEGO Group.

Asmodee readies Star Wars: Unlimited Icons

“We can’t wait for fans, both old and new, to get their hands on the set and show the community what they’re made of,” said Roger Martin, Marketing Director at Asmodee.

Bigjigs Toys issues warning over rise in fake NeeDoh product

“The safety of children is always our top priority, and we’re concerned that these knock-offs not only fail to deliver the same quality experience, but may also expose customers to unregulated, harmful chemicals,” said Sam Ireland, Operations Director of Bigjigs Toys.