Toronto-based toy and entertainment company Spin Master tapped three international licensing agents to represent its core portfolio of brands, including Hatchimals, Toca Life, Zo Zo Zombie, Etch A Sketch, Tech Deck and Bakugan (pictured). WildBrain CPLG will represent the brands in EMEA, Tycoon will cover Latin America and Haven will handle efforts in Australia and New Zealand.
The licensing agents will initiate and drive consumer products programs across multiple categories, including apparel, accessories, back-to-school, food and beverage, gift and novelty, health and beauty, home décor, party goods, ancillary publishing, seasonal, sporting goods and promotional partnerships.
In its announcement, Spin Master highlighted the licensing program for Bakugan, which includes a toy range, card game and mobile app. Moving forward, efforts will focus on the brand’s key themes of battling, gaming and collectability. Toca Life was also highlighted in the announcement, with Spin Master continuing to focus on lifestyle and apparel. The brand’s fashion collaboration with H&M will expand this spring. (Spin Master acquired Swedish developer Toca Boca and its Canadian subsidiary Sago Mini in 2016.)
The signing of strategic agreements with three licensing agents comes as the company continues to grow its consumer products programs. Spin Master acquired the activity brand Orbeez from California indie manufacturer Maya Toys last year. In 2018 the company grew its plush category with the acquisition of the collectible Fuggler line and the purchase of US plush manufacturer Gund. And in 2017, Spin Master expanded its efforts in the outdoor segment by acquiring the flying disk brand Aerobie.