Max Rangel, Global President, Spin Master discusses growth via acquisition, the importance of value, and big moments ahead in this extended edition of The Toy Book’s 2024 State of the Industry Q&A. For our annual roundtable, The Toy Book brings together a panel of industry leaders, manufacturers, retailers, and distributors to discuss the trends, wins, challenges, and opportunities shaping the North American toy industry as it regroups after a tough year and gets ready to rock and roll. Click here to explore the series archives.
The Toy Book: Last year was a big one for acquisitions, most notably with Melissa & Doug. How have these new companies been integrated into the Spin Master portfolio?
Max Rangel: Over the past 30 years, Spin Master’s evolution and growth have been in part achieved through acquisitions. For our Toy Creative Center, that includes GUND, Tech Deck, SwimWays, Rubik’s Cube, and now Melissa & Doug. This acquisition — the largest in our history — is an incredible milestone as we bring a powerful brand with deep knowledge in open-ended play into our portfolio.
Melissa & Doug offers complementary capabilities and expands Spin Master’s presence in new categories. Simultaneously, we see attractive opportunities for growth in distribution across mass and e-commerce, as well as internationally. We integrate by leveraging each company’s expertise, brands, innovation, and people to unlock these opportunities. We are committed to preserving the essence of what Melissa & Doug represents for families while working together to inspire more children through the magic of play.
TB: Beyond Rubik’s 50th anniversary this year, what are some major moments that retailers and consumers can get excited about from Spin Master in 2024?
MR: Last year we announced a new fantasy-adventure franchise called Unicorn Academy that will be brought to life across each of our three Creative Centers: Toys, Entertainment, and Digital Games. Spin Master Entertainment first debuted the Netflix original series in November 2023, transporting audiences into a magical world. The series was met with such a positive response that it quickly landed on kids’ most watch lists and racked up more than 30 million hours of watch time in the first month. This fall, fans can expect a Unicorn Academy toy collection that puts majestic unicorns and a diverse mix of characters into kid’s hands.
Our 2023 hot holiday toy Bitzee — a digital pet you can touch — will see new iterations and characters including Bitzee Magicals, and Bitzee Disney, that brings Minnie Mouse and Olaf to kid’s fingertips. We also have a robust collection of toys from beloved brands like PAW Patrol and Kinetic Sand and powerful licenses including Gabby’s Dollhouse, Monster Jam, and Dora.
There is also a highly engaged audience of 50 million parents who have been eagerly awaiting and asking for Ms. Rachel toys and this fall we will answer that call! Our Ms. Rachel toys and learning aides are designed alongside child development experts to deepen children’s learning as families recreate the play they see in her hugely popular videos.
Within Digital Games we plan to release a new game from our Toca Boca studio — Toca Boca Days, our first 3D multiplayer game that allows for safe, open-ended play and creativity coupled with the ability for social interactions between players. We’ll also debut Rubik’s Match, bringing the iconic puzzle into the digital space. Lastly, our Piknik subscription bundle will continue to evolve, offering unlimited access to a collection of our top-rated apps with one single membership at significant savings.
TB: What are the biggest challenges and opportunities facing the overall industry this year and how is Spin Master approaching them?
MR: A challenge the overall toy industry is facing is the continued pressure on consumers as they face financial headwinds and are ultimately more price-conscious. With that in mind, discerning shoppers will be drawn to newness and value within toys, and for Spin Master, a company dedicated to innovation, we’re ready to “wow” with innovation and beloved properties. We are also delivering some of our top-performing brands to value retailers, balancing innovation and finding new ways to create lower-cost items with great play value for kids.
A version of this story appeared in the 2024 edition of The BIG Toy Book. Click here to read the full issue. Want a copy in print? Click here for back issues and subscription options.
