Chicago-based rEvolution entered into a multiyear agreement to serve as the experiential agency of record for Spin Master.

Under the new agreement, Spin Master will continue to work closely with rEvolution’s youth-focused rEv YOUTH subsidiary in crafting experiential marketing campaigns for its brands. For more than a decade, rEvolution has worked with Spin Master to create experiences based on brands such as Bakugan, Kinetic Sand, and PAW Patrol.

“Spin Master has been an incredible brand partner, and our team has thoroughly enjoyed working closely with them to create a variety of creative and innovative experiential campaigns that directly connect with its young fans,” says Matt Boyer, managing director of integrated services, rEvolution. “This is an exciting new phase in our relationship.”

Spin Master and rEvolution first joined forces 13 years ago for a grassroots skateboarding campaign for Tech Deck that culminated at X Games.

Related: Bringing Play to the People — How Toymakers are Creating Their Own Experiences