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Spin Master and Universal Products & Experiences Introduce Hellbreak(TM), A New Horror Trading Card Game Set to Launch in 2026

By The Northwire Desk — AI Analysis Feb 03, 2026 · 12:00 TOY · 18.92 SPIN MASTER CORP. SV
TOY · Price

Executive Summary

  • Spin Master and Universal Products & Experiences announced a new horror‑themed trading card game (TCG) called Hellbreak™, slated for global launch in Fall 2026.
  • The game is being co‑developed with Ghost Galaxy, leveraging its TCG design expertise and incorporating characters from Universal’s extensive horror IP library.
  • The partnership positions Spin Master to expand further into the high‑growth “horror + TCG” niche and signals potential future collaborations with additional major studios.

Key Details

  • Announcement: Hellbreak™ – a competitive, collectible horror TCG featuring a “Monster Sandbox” arena where iconic horror characters battle.
  • Partners: Spin Master Corp. (TSX:TOY) + Universal Products & Experiences (UP&E); design and development led by Ghost Galaxy.
  • Creative Scope: Initial card set will include characters from classic Universal Monsters, late‑20th‑century horror icons, and contemporary horror figures; future expansions to add IP from other major studios.
  • Launch Timeline: Global market rollout planned for Fall 2026; further gameplay, artwork, faction, and collector edition details to be released throughout 2026.
  • Leadership Quotes:
  • Doug Wadleigh, President – Spin Master Toys: highlighted the synergy of horror and TCG trends and the partnership with UP&E.
  • Rafa Macias, Global CPG Commercial Officer – UP&E: emphasized fan demand for immersive horror experiences and the opportunity to extend horror lore into a TCG format.
  • Christian T. Petersen, CEO – Ghost Galaxy: described design goals of danger, cinematic feel, and replayability.
  • Marketing Channels: Official website (www.hellbreakgame.com) and social media handles @hellbreak_tcg (Instagram/Twitter), HellbreakTCG (Facebook), @Hellbreak_TCG (YouTube).

Notable Quotes

“Hellbreak brings together two of the hottest trends – horror and TCGs.” – Doug Wadleigh, President, Spin Master Toys
“At a time when fans are craving deeper, more atmospheric experiences, Hellbreak allows us to deliver horror in a frightening new way.” – Rafa Macias, Global CPG Commercial Officer, Universal Products & Experiences

Materiality Assessment: Non‑Material – Positive (the announcement introduces a new product line but does not contain material financial or operational impact at this stage).

Read the original news release →

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