By Gary Symons
TLL Editor in Chief
Spin Master and Hidden Pigeon Company have teamed up to develop a co-branded collection of toys and digital games based on children’s book author and illustrator Mo Willems’ characters.
The companies say the collection will span Spin Master’s toy and digital games portfolio, featuring Willems’ characters the Pigeon, Elephant & Piggie and Knuffle Bunny.
The reason for Spin Master’s interest is pretty obvious, as Willems has sold more than 34 million books and earned 50 New York Times bestsellers across a career spanning more than 20 years.
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The first products to launch are digital, with Willems’ characters appearing in three apps within Spin Master’s Piknik bundle for kids, including Sago Mini World, Sago Mini School and Crayon Club. Sago Mini World integration launched March 12.
“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,” said Marc DeVellis, Spin Master’s president of digital games. “Through this collaboration, we’re extending the fun into digital experiences that invite kids to explore, laugh, and let their imaginations run wild.”
Physical products from two Spin Master brands are expected to follow this fall. Melissa & Doug, which was recently acquired by Spin Master, will release a Don’t Let the Pigeon Drive the Bus wooden playset, priced at $29.99, and an Elephant & Piggie cube puzzle at $20.99. GUND will offer a plush collection featuring the Pigeon, Elephant & Piggie and Knuffle Bunny characters, priced at $27.
Tori Cook, senior vice president of franchise management and consumer products at Hidden Pigeon Company, said the partnership is designed to deepen how children engage with the characters.
“We’re excited to be partnering with Spin Master to give kids new ways to create and play with their favorite characters from their favorite books,” Cook said. “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.”
Hidden Pigeon Company was founded in 2023 by Willems along with Stampede Ventures and RedBird Capital Partners. The company manages Willems’ intellectual property across television, film, digital, live events, location-based experiences and licensing. Financial terms of the Spin Master agreement were not disclosed.