Spin Master is set to roll out the first-ever line of products from Ms. Rachel, the popular YouTuber and early childhood educator.
The initial Ms. Rachel toys will hit shelves in North America on September 29, but that won’t be the only release. Ms. Rachel’s global master toy licensee aims to introduce more toys in January.
The line will initially start with wooden toys and mystery boxes, including wooden learning blocks that help kids identify numbers and letters from Melissa & Doug (which Spin Master acquired in January). And to prioritize interactivity, the wooden preschool toy manufacturer is also releasing a wooden puzzle that lets kids lift pieces to hear music and songs from Ms. Rachel’s videos.
Melissa & Doug has the potential to be a strong partner for Ms. Rachel, since the toyco was the 10th bestselling toy brand in the US in 2022, according to Circana.
Spin Master is also releasing a box with six soft and surprise toys (including a bear, a bunny and a bus) for kids to take out of the box and put back in, helping them develop fine motor skills. The company will also release a touch-activated Ms. Rachel doll that plays words, phrases and music from the YouTuber’s videos.
Ms. Rachel’s brand of educational learn-to-talk and musical videos for preschoolers has helped the channel build a YouTube audience of 11.1 million subscribers, with more than 400 million views per month. Ms. Rachel (a.k.a. Rachel Griffin-Accurso) has been able to translate this success into YouTube collaborations with major creators, including The Wiggles and Sesame Workshop.