Spin Master Declares August 11 Global Kinetic Sand Day

Kinetic Sand

Spin Master Corp., a leading global children’s entertainment company, announced the first-ever global #KineticSandDay in celebration of the original, squeezable sand that kids, and their parents, just can’t put down.  Global #KineticSandDay, on August 11, was founded for fans to share the magic of the one-and-only Kinetic Sand that provides endless creative possibilities and never dries out.

To celebrate the day, Spin Master is teaming up with Hilaria Baldwin, mother of four, co-host of Mom Brain podcast, author and contributor at and People, not to mention Kinetic Sand aficionado. “I am so excited to partner with Spin Master to kick off the first-ever global Kinetic Sand Day,” said Hilaria Baldwin. “As a parent, I love that Kinetic Sand mesmerizes all of my kids in a creative activity with endless ways to play and it doesn’t leave a mess to clean up. I’ll be taking over the @KineticSand Instagram account today to show how my kids and I get creative with Kinetic Sand.”

With online reviews of 4.4 stars or higher and a wildly popular source of social media inspiration with 12.3 billion views on #KineticSand year to date, a global #KineticSandDay was imminent. Spin Master and Baldwin are encouraging children and families to share on social media how they mold it, slice it or feel the flow through their fingers using #KineticSandDay.

“Kinetic Sand’s long-standing and consistent popularity has established it as a quintessential childhood activity compound in households around the world, earning it a global day of recognition,” said Arlene Biran, SVP of Marketing for Activities and Building Sets, Spin Master. “In recent months we have seen a skyrocketing increase in its popularity as existing and new consumers discover the endless creative possibilities that Kinetic Sand provides while families are staying home. The sand is not only a way for kids to use their imagination as they mix, slice and mold it, but it also provides benefits like sensory play that can be calming for both kids and adults. It’s so satisfying.”

Leading up to global #KineticSandDay, Spin Master commissioned a survey* of 2,000 parents with school-aged children. Of the parents surveyed who purchased new toys or activities for their children in recent months, 79% said they opted for ones that had additional benefits, including creative expression and sensory play.

This Fall, Spin Master adds to the sandisfying fun with the launch of two new Kinetic Sand playsets:

  • Kinetic Sand Sandwhirlz Playset, $19.99 – Inspired by the drop and squish play pattern on social media. Complete with a built in play area, over 10 tools and 2lbs of Kinetic Sand (red, yellow and blue) you can customize sand effects and reveal endless surprise sand explosions.
  • Kinetic Kalm Zen Box, $29.99 – The first Kinetic Sand kit for adults. With 2lbs of sand and three tools, immerse yourself in a soothing and mesmerizing sensory experience all housed in a modern, sophisticated table top tray. Fidget, relax and unwind!

Since 2014, Kinetic Sand has been the moldable and mesmerizing sand that kids and parents just can’t put down. Originally developed to make sand play less messy, Kinetic Sand evolved into the squeezable sand that magically sticks together. Whether mixing and slicing rainbows, building castles, or just getting hands in the sand, Kinetic Sand ignites the senses through captivating experiences.