By Allison Watkinson
TLL Reporter
Spin Master Corp. has added three products to its Ms. Rachel toy collection, including a bedtime-themed playset and two pull-back vehicles, as the licensed preschool line continues its rapid expansion in the infant and toddler segment.
The new offerings — the Goodnight Frankie Bedtime Playset and the 1-2-3 Roll! Herbie and Ms. Rachel vehicles — are available now on Amazon and at Target, with a Walmart launch set for March 22. Additional products are expected to join the lineup in fall 2026.
The expansion builds on Spin Master’s licensing partnership with Rachel and Aron Accurso, creators of a hit Netflix series and a large-scale YouTube channel aimed at early childhood learning. CAA Brand Management, a division of Creative Artists Agency, brokered the deal under which Spin Master serves as global master toy licensee.
“Our partnership with Ms. Rachel has resonated deeply with families and these new toys are a joyful continuation of our mission to support early learning through meaningful play,” said Laura Henderson, executive vice president of toy brands and creative marketing at Spin Master. “Parents recognize the authenticity and educational heart that Rachel brings to their children’s lives and we’re excited to translate that trusted connection into toys that help little ones build real skills.”
The Goodnight Frankie Bedtime Playset, priced at $26.99, centers on Ms. Rachel’s character Frankie and is designed to help toddlers rehearse nighttime routines through felt accessories including a toothbrush, toothpaste, comb, book and cup. Spin Master says the set targets fine motor development and social-emotional learning. The two 1-2-3 Roll! vehicles, each retailing for $10.99, use pull-back mechanisms intended to teach cause-and-effect concepts, and feature click-in character figures with sensory and auditory feedback.
The company says all products in the collection were developed with child development experts and are rated for ages 1 and up.
The line’s commercial performance has been impressive for a property still in its early years. Since its 2024 launch, the Speak and Sing Doll has surpassed one million units sold. According to Circana data, Ms. Rachel ranked as the No. 1 license in the infant and toddler segment across G10 markets for the third quarter of 2025 and year-to-date through September 2025, up from No. 5 the prior year.
The full Ms. Rachel toy collection can be found at www.msrachel.com/play.
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