Spin Master has inked a deal with the creators of the baby and toddler YouTube channel Ms Rachel that will see a whole range of developmental and early learning toys coming to the market.
The global master toy licensee deal, signed between creators Rachel Griffin-Accurso and Aron Accurso and the toy giant and brokered by CAA, will see product hitting the shelves for Ms Rachel’s 50 million unique monthly viewers in the autumn of 2024.
It sees Spin Master further expanding its footprint into early childhood development play following the summer acquisition of Melissa & Doug and will take in plush, puzzles, playsets, vehicles, roleplay toys, and learning aides.
“As a progressive and trusted voice in early childhood learning, Ms. Rachel is a wonderful fit for our toy portfolio and will support Spin Master’s expansion into early childhood and developmental play”
Spin Master’s EVP and head of global toy brands Doug Wadleigh
Spin Master’s EVP and head of global toy brands Doug Wadleigh said: “We are thrilled to be Ms. Rachel’s partner in play. As a progressive and trusted voice in early childhood learning, Ms. Rachel is a wonderful fit for our toy portfolio and will support Spin Master’s expansion into early childhood and developmental play.”
Spin Master’s EVP, M&A and special projects Laura Henderson added: “Ms. Rachel has become a trusted resource for today’s parents; loved for her inclusive and engaging approach, providing tools and inspiration for parents to help their young children learn and develop through play. Now with Spin Master’s signature creative innovation and expertise in early childhood play, Ms. Rachel’s companion toy collection will help deepen children’s learning as families bond and re-create the play they see in her videos at home.”
Rachel Griffin-Accurso commented: “Play is the most powerful way a child can learn. We have a big responsibility to fulfill the trust parents have in us, and together with Spin Master, we’re excited to deliver the high-quality toys our audience has been asking for, to help them learn, bond, and thrive.”
