Moonbug Entertainment and Spin Master are embarking on a ‘strategic global alliance’ spanning the creation of kids’ content, products and experiences.

The alliance will focus on elevating the IP of both companies, with Spin Master becoming the global master toy licensee for two of Moonbug’s IPs: Blippi and Little Angel. Spin Master’s toys and games for these brands are expected to hit shelves in 2025.

“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,” said Ryan Gorman, VP of Consumer Products Franchise, Toys & Retail Development at Moonbug Entertainment.

“Together, we will help kids interact with their favourite brands and characters in new and exciting ways across all aspects of our respective business capabilities in consumer products, content production and media management.”

Doug Wadleigh, Spin Master’s Executive Vice President and Head of Global Toy Brands, added: “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.

“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 channels across YouTube and CTV for select brands.

Additionally, Moonbug will create YouTube short-form, animated content for key Spin Master Entertainment properties. Content from the partnership is expected to launch throughout 2024 and publish weekly to YouTube, including Spin Master’s newest preschool series, Vida the Vet.

“The way families enjoy entertainment today is ever evolving,” added Dan’l Hewitt, Head of Global Partnerships at 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’ favourite shows and amplify their experience whilst leveraging our mutual strengths and expertise.”

Jeremy Tucker, Spin Master’s EVP and Global Chief Marketing Officer, said: “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. 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.”

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The upcoming Bakugan series will take the brand to “new heights”, according to Spin Master.

The new Bakugan series lands in September and boasts a ‘revamped anime style’. The first two episodes of the show will be previewed in August on Roblox at the All-Star Tower Defence experience, developed by metaverse game developers Gamefam.

“The Bakugan franchise will elevate to epic new heights as we further enhance the experience across entertainment and power up the gameplay through toys,” said Jeremy Tucker, Spin Master’s EVP and Global Chief Marketing Officer.

“We’ll deliver these new and unique experiences, driving collectability, and introducing new ways for Bakugan fans of all ages to battle and connect with the brand.”

On the toy front, new launches include Bakugan Special Attack range and the Bakugan Battle Arena, featuring multiple launch points, obstacles, storage and built-in camera stands enabling consumers to film the action on their mobile devices.

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