Spin Master’s International Team Driving Accelerated Growth for Melissa & Doug
Following on the heels of Spin Master’s acquisition of Melissa & Doug earlier this year, the company has laid out an exciting and ambitious plan to accelerate growth by fully integrating the Melissa & Doug business into its international commercial operations, and in turn help more parents support their child through ages, stages and individual learning styles.
Melissa & Doug is a trusted brand of high-quality, sustainable, and open-ended play sought after by parents and children alike. Already recognized by parents as the #1 preschool brand for wooden and sustainable toys in the US, the brand is poised to expand its reach and reputation on the global stage. Spin Master International will offer direct distribution of the Melissa & Doug toy line to retail customers beginning July 1, 2025, strengthening its portfolio with complementary early childhood play. By fully leveraging its infrastructure and expertise, Spin Master intends to grow the brand’s presence in international markets around the world.
“We are excited to combine forces with the Melissa & Doug team to enhance our offering in local markets and provide greater access to this beloved, timeless brand,” said Hedley Barnes, Senior Vice President, Spin Master International. “As we bring our teams together, we are focused on scaling our total business, refueling the Melissa & Doug brand, leaning into innovation within the line, and expanding and relaunching in new international markets leveraging our direct sales and marketing teams.”
Spin Master recently showcased its 2025 toy portfolio, including the new toys for Melissa & Doug during Los Angeles toy previews in September. The Melissa & Doug portfolio is focused on giving kids the real-life skills and confidence to take on the world, because the way they play today will shape who they become tomorrow. Staying true to those principles, the 2025 line up includes several key foundational categories as well as new innovations in play:
- Pretend Play. From play food sets to dress up, these items teach real skills through pretend play.
- Puzzle & Boards. Putting together the pieces can inspire problem solvers at every age and ability.
- Blockables™. An innovative collection of wooden snap-and-play blocks for buildable, stackable, linkable, and playable fun! These are the building blocks for a lifetime of imaginative thinking.
- Sticker WOW® & Water WOW!®. A smash hit with kids and parents, these products inspire creativity wherever they may go.
“We look forward to accelerating the growth of this parent-trusted brand in the UK and as part of our integration, our Spin Master UK team and the Melissa & Doug team will unite under one roof in a new headquarters in Marlow,” said Richard Dickson, Spin Master’s General Manager, UK & Ireland. The new office space will feature a permanent toy showroom to give our customers the ability to immerse themselves in our full line and provide greater collaboration opportunities across the business.”
The new 15,000 sq. ft. Spin Master office, located in the Meridian Building in Marlow, will encompass two floors with an expanded showroom space and is just 35 minutes from London, Heathrow Airport. The official opening of the new office is October 15th and the new showroom will be open to customers November 4th, 2025.
“We are excited to unlock the potential of the Melissa & Doug business across our international markets and to strengthen our leadership in early childhood play for years to come,” added Barnes.
