Moonbug partners with Spin Master to turn more of its kid-friendly properties into toys

The holiday season is upon us, and Moonbug is making a big investment in retail. The Candle Media-owned company has partnered with toymaker Spin Master for a wide-ranging agreement that includes content initiatives, a paid media campaign, and toylines inspired by channels like Blippi and Little Angel.

The deal makes Spin Master the global toy licensee of the Blippi and Little Angel brands. Those two channels have each accrued billions of YouTube views by distributing family-friendly content like nursery rhymes and educational videos. The biggest Moonbug-owned property, CoComelon, has already expanded into the world of retail through a pact with Squishmallow maker Jazwares.

Moonbug will now get advice from Spin Master as it plots its advance into big-box stores. The partnership will also extend to YouTube, where Spin Master operates several of its own channels under its Spin Master Entertainment banner.

The company known for hits like Paw Patrol and Bakugan (as well as classics like Tech Decks and the Rubik’s Cube) is hoping that Moonbug can apply its growth strategies to Spin Master-owned channels. On YouTube Shorts, Moonbug will produce animated content related to multiple Spin Master properties, including the recently launched title Vida the Vet

Spin Master will also secure paid placements on Moonbug-owned hubs and other related channels. That portion of the deal extends to connected TVs, where Moonbug has been an active player.

“We are thrilled to partner with Spin Master, a company that shares Moonbug’s values, especially the importance of giving children around the world the opportunity to laugh, learn and grow,” Moonbug’s VP of Consumer Products Franchise, Toys & Retail Development, Ryan Gorman, in a statement. “Together, we will help kids interact with their favorite brands and characters in new and exciting ways across all aspects of our respective business capabilities in consumer products, content production and media management.”

The retail component of the deal could bring big returns for Candle Media, which is looking to shore up its bottom line after adapting to some unforeseen circumstances, including the WGA strike and an unstable period for YouTube ads. The Blackstone-backed firm acquired Moonbug in a $3 billion deal in 2021.