Licensing News

Spin Master and YouTube Sensation Ms Rachel Announce A New Collection of Developmental and Early Childhood Learning Toys

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Spin Master Corporation (TSX:TOY), a leading global children’s entertainment company, and popular children’s educators and entertainers Rachel Griffin-Accurso and Aron Accurso, creators of the Ms Rachel YouTube channel for babies and toddlers, are teaming up to create a collection of developmental and early childhood learning toys. The deal, brokered by CAA Brand Management, a division of leading entertainment and sports agency Creative Artists Agency (CAA), establishes Spin Master as Ms Rachel’s global master toy licensee, delivering hands-on play to Ms Rachel’s avid fanbase of 50 million unique monthly viewers, and counting, with the first items launching Fall 2024.


“We are thrilled to be Ms Rachel’s partner in play,” said Doug Wadleigh, Spin Master’s Executive Vice President and Head of Global Toy Brands. “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.”


The collection, designed in collaboration with child development experts, will take inspiration from Ms. Rachel and her videos supporting language development and early childhood milestones with a wide range of toys that will include plush, puzzles, playsets, vehicles, roleplay toys, and learning aides. The Ms Rachel initiative further supports the company’s expansion into early childhood developmental play, following Spin Master’s acquisition of Melissa & Doug, scheduled to close in Q1 2024.


“Play is the most powerful way a child can learn,” said Rachel Griffin-Accurso. “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.”


“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,” said Laura Henderson, Spin Master’s Executive Vice President, M&A and Special Projects. “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.”