Ms. Rachel picks Spin Master as her master toy partner

A first range of licensed plush, puzzles and learning aids inspired by the YouTuber's preschool education videos will launch next year.
November 21, 2023

Spin Master has signed on as the first global master toy partner for Ms. Rachel’s YouTube channel (7.14 million subscribers) in a deal brokered by Creative Artists Agency’s entertainment and sports division, CAA Brand Management.

Creators Rachel Griffin-Accurso and Aron Accurso produce educational content for toddlers, including learn-to-talk videos, American Sign Language (ASL) tutorials, music lessons and nursery rhymes. The Ms. Rachel channel generates more than 400 million views a month, according to a release.  

Spin Master plans to develop and manufacture a wide range of toys inspired by the Ms. Rachel brand, including plush, puzzles, playsets and tools for learning English and ASL. The toyco is collaborating with child development experts to design these products, which will begin to roll out to retailers worldwide next fall. 

This deal is part of Spin Master’s ongoing strategy to expand into early childhood development toys, says EVP and head of global toy brands Doug Wadleigh. Last month, the company reached a definitive agreement to purchase iconic wooden toy manufacturer Melissa & Doug for US$950 million. And its preschool portfolio already includes hugely popular franchises like PAW Patrol, Firebuds and Gabby’s Dollhouse. 

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