Max Rangel, Global President & CEO at Spin Master, discusses the strength of the 2023 entertainment content slate, evolving distribution, and plans for growth in this extended edition of The Toy Book’s 2023 State of the Industry Q&A roundtable. Want more insight from the all-stars of the toy industry? Click here to explore this year’s lineup!
The Toy Book: The overall entertainment slate this year is stronger than last, with new content from Spin Master Entertainment and from some of its partners, including Warner Bros. and DC. How will that output be reflected in the toy department?
Max Rangel: Spin Master Entertainment is focused on not only developing compelling content but also building franchises and creative strategies that position our brands for long-term growth. Over the past few years, we have been investing in our entertainment slate to build franchises for kids on a global scale, as well as sustain our incredible momentum for PAW Patrol, which is celebrating its 10th anniversary this year. The highly anticipated sequel to our first PAW Patrol movie will launch in theaters in October, with a new adventure featuring Skye, accompanied by a stellar toy movie line. Building off the success of PAW we will be launching a spin-off series, Rubble & Crew, with Nick Jr. and the toy line will dig into new play patterns rooted in construction and building.
Warner Bros. has a robust film rollout for 2023, including The Flash, Blue Beetle, and Aquaman and The Lost Kingdom, and we are excited to bring these stories from the big screen into playrooms and onto collectors’ shelves. Our DC toy portfolio combines our signature innovation with high-stakes action to create epic play experiences for kids and fans at large.
TB: You partnered with DoorDash for a first-of-its-kind toy delivery service during the holiday season. How will the response to that program help to inform new ways to connect with families?
MR: During the pandemic, many consumers switched to ordering products online out of necessity. Since then, digital sales have continued to outpace brick-and-mortar as consumers have embraced online shopping having discovered its many benefits. One such benefit is the convenience of home delivery, which is what DoorDash is synonymous with. This pilot with DoorDash gives us further insight into how consumers want to shop and how we can continue to provide them with quick and easy options to gift the joy of play.
Part of our overall corporate strategy involves deepening our digital innovation to create a seamless and targeted omnichannel experience for consumers. That means meeting them where they want to shop and providing an elevated experience, from detailed product descriptions to helpful reviews and convenient delivery options — all along the path to purchase.
TB: What were some of the big wins for Spin Master in the past year, and how will they carry over into 2023?
MR: The establishment of our three creative centers — toys, entertainment, and digital games — provides Spin Master with a strong platform for long-term growth. For 2023, that means expanding our core toy portfolio with innovation, driving our beloved franchises, and building our licensed partner portfolio. We continue to invest in our entertainment slate with exciting premieres in 2023, which will be one of our biggest years for content releases. And with the introduction of new, open-ended digital play experiences, we will attract new users to join our established and engaged audiences.
As part of our long-term growth strategy, we’re focused on finding new, path-breaking acquisitions that will further expand our presence in key categories of play. In 2022, we announced three such acquisitions — Originator, 4D, and SolidRoots — and we kicked off 2023 by announcing the acquisition of HEXBUG. This year we are thinking bigger in terms of acquisitions and are excited to share even more news when we can.
A version of this Q&A was originally published in the 2023 edition of The BIG Toy Book. Click here to read the full issue! Want to receive The Toy Book in print? Click here for subscription options!
