Spin Master and Hidden Pigeon Company Extend #1 New York Times Bestselling Author and Illustrator Mo Willems' Classic Book Characters from the Page to Play with Co-Branded Toys and Digital Games

Executive Summary

• Spin Master and Hidden Pigeon Company announced a co‑branded collection that brings Mo Willems’ beloved book characters to life through toys and digital games.
• The launch begins in March with the Piknik digital app bundle, featuring the characters in Sago Mini World, Sago Mini School and Crayon Club, followed by an expanded fall line with Melissa & Doug® and GUND® products.
• The collaboration leverages both companies’ platforms to create new play experiences across physical toys and interactive digital content.

Key Details

• Partnership Scope: Co‑branded toys and digital games featuring Mo Willems’ characters (The Pigeon, Elephant & Piggie, Knuffle Bunny).
• Initial Launch (March 2026):
• Digital app bundle “Piknik” released; characters appear in Sago Mini World (launch March 12), Sago Mini School, and Crayon Club.
• Fall Expansion (2026):
• Melissa & Doug products:
  • “Don’t Let the Pigeon Drive the Bus” Wooden Playset – SRP $29.99.
  • Elephant & Piggie Cube Puzzle – SRP $20.99.
• GUND plush collection: premium soft toys of The Pigeon, Elephant & Piggie, and Knuffle Bunny – SRP $27.00.
• Quotes:
• Tori Cook (SVP Franchise Management + Consumer Products, Hidden Pigeon Company) highlighted the partnership’s aim to inspire kids to play together with beloved characters.
• Marc DeVellis (President of Digital Games, Spin Master) emphasized alignment of Willems’ character spirit with Spin Master’s open‑ended digital play philosophy.
• Strategic Rationale: Extends Mo Willems’ IP across physical and digital play, broadening reach for both companies and creating cross‑platform engagement opportunities.

Notable Quotes

“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,” – Tori Cook, SVP Franchise Management + Consumer Products, Hidden Pigeon Company.

“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,” – Marc DeVellis, President of Digital Games, Spin Master.