Spin Master and Universal Expand Plush Licensing Across EMEA

# What happened Spin Master and Universal expanded their licensing relationship with a multiyear agreement that gives Spin Master regional distribution rights for plush products across Europe, the Middle East, and Africa (EMEA). The new arrangement takes effect January 1, 2027.

# Which brands are included

# Formats and retail strategy Spin Master will roll out a lineup that spans core, collectible, stylized, and customized plush formats. The announcement positions Spin Master to use its existing EMEA infrastructure, retail relationships, and marketing reach to place these plush products across the region's retail channels.

# Why this matters for retail and licensing teams For retailers and license managers, the deal centralizes regional plush distribution for multiple high-recognition franchises under a single partner with established logistics and market knowledge. That can simplify wholesale agreements, seasonal planning, and localized assortment strategies while leveraging Spin Master's experience with both preschool and blockbuster properties.

John Revill, Regional Managing Director, EMEA, Universal Consumer Products and Games, said the companies are "well-positioned to grow our plush business across EMEA and bring even more of our beloved brands to fans at retail." Hedley Barnes, Spin Master's Senior Vice President, International Sales and Marketing, described the agreement as pairing "Universal's incredible portfolio with Spin Master's deep plush expertise and robust EMEA infrastructure."

# Background and relationship history This agreement builds on a 16-year relationship between Spin Master and Universal that already included collaboration on Gabby's Dollhouse, How to Train Your Dragon, and Jurassic World. The companies also noted a planned 2027 launch of Hellbreak as part of their broader partnership work.

# Practical takeaways for stakeholders

• Retail buyers: expect consolidated vendor talks for multiple Universal franchises and plan assortment across different plush tiers (core to collectible).
• Licensing teams: leverage Spin Master's distribution footprint and local market expertise for regional campaigns and product launches.
• Brand teams: coordinate seasonal and geographic timing to match film and content releases for optimal retail visibility.

# Where to find more information The companies reference spinmaster.com and universalproductsexperiences.com for additional details about their product programs and partnerships.

# Bottom line The agreement hands Spin Master expanded regional responsibility for delivering a range of Universal and DreamWorks plush to EMEA retailers, using established channels and a long-running partnership as the basis for growth.