Spin Master is partnering with Hidden Pigeon Company to expand the world of author and illustrator Mo Willems through a new collection of co-branded toys and digital experiences. The collaboration brings characters from Willems’ bestselling children’s books into Spin Master’s toy and digital games portfolio.
Willems’ stories — including titles such as Don’t Let The Pigeon Drive the Bus! — have sold more than 34 million copies worldwide and feature popular characters including The Pigeon, Elephant and Piggie, and Knuffle Bunny.
The collaboration launches this month within Spin Master’s digital app bundle Piknik, where the characters appear in games across Sago Mini World, Sago Mini School, and Crayon Club. Content arrives in Sago Mini World March 12, featuring themed activities such as creative coloring and read-aloud story time.
The partnership expands into physical toys this fall through two Spin Master brands. Melissa & Doug introduces products designed to encourage storytelling and developmental play, including a wooden playset inspired by Don’t Let the Pigeon Drive the Bus! and an Elephant and Piggie cube puzzle. Meanwhile, GUND releases a line of plush characters featuring The Pigeon, Knuffle Bunny, and Elephant and Piggie made with soft fabrics and huggable designs.
“We’re excited to be partnering with Spin Master to give kids new ways to create and play with their favorite characters from their favorite books,” says Tori Cook, SVP Franchise Management and Consumer Products, Hidden Pigeon Company. “Melissa & Doug toys and GUND plush have been loved by generations of children. Through this co-branded collection of specialty toys and digital games, we hope kids and families will connect and play together, inspired by Mo’s endearing and hilarious classic characters.”
Hidden Pigeon Company was founded in 2023 by Willems alongside Stampede Ventures and RedBird Capital Partners to expand the author’s characters and stories across entertainment, publishing, licensing, and consumer products.
Spin Master said the partnership aims to give families new ways to engage with Willems’ characters through both digital play and physical toys. “Mo Willems’ characters have a playful spirit and emotional honesty that align beautifully with the kind of open-ended, curiosity-driven play Sago Mini is known for,” shares Marc DeVellis, Spin Master’s President of Digital Games. “Through this collaboration, we’re extending the fun into digital experiences that invite kids to explore, laugh, and let their imaginations run wild.”
Learn more at spinmaster.com and hiddenpigeoncompany.com.
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