Spin Master and Universal Expand Licensing Deal for Plush Toys Across EMEA
- and Universal have expanded their licensing relationship through a new multi-property plush deal covering Europe, the Middle East, and Africa, according to corporate announcements issued on September 24,...
- It also incorporates Universal Pictures and Amblin Entertainment blockbusters like Jurassic World, alongside classic vault titles Jaws and E.T.
- According to Hedley Barnes, Spin Master's senior vice president of international sales and marketing, the arrangement combines Universal's entertainment portfolio with the company's dedicated plush expertise and established...
Expanded EMEA Plush Lineup and Retail Strategy
Spin Master Corp. and Universal have expanded their licensing relationship through a new multi-property plush deal covering Europe, the Middle East, and Africa, according to corporate announcements issued on September 24, 2026. The agreement grants Spin Master regional distribution rights for a diverse lineup of Universal franchises beginning January 1, 2027, utilizing the toy company’s established retail and marketing infrastructure across the EMEA region.
It also incorporates Universal Pictures and Amblin Entertainment blockbusters like Jurassic World, alongside classic vault titles Jaws and E.T. the Extra-Terrestrial. Under the terms of the deal, Spin Master will develop and distribute core, collectible, stylized, and customized plush formats intended to drive consumer engagement at retail locations throughout the region.
According to Hedley Barnes, Spin Master’s senior vice president of international sales and marketing, the arrangement combines Universal’s entertainment portfolio with the company’s dedicated plush expertise and established regional infrastructure. Barnes noted that the partnership builds upon a history of joint success across preschool and blockbuster properties, giving the firm the scale and local market expertise needed to expand Universal’s plush offerings across EMEA.
Deepening a 16-Year Licensing Partnership
This regional plush agreement reinforces a 16-year commercial relationship between Spin Master and Universal. The two companies have previously collaborated on major global properties including Gabby’s Dollhouse, How to Train Your Dragon, and Jurassic World, as well as the upcoming 2027 launch of the Hellbreak Trading Card Game.
John Revill, regional managing director for EMEA at Universal Consumer Products & Games, stated that the collaboration has consistently produced strong results across key franchises.