Toronto-headquartered global children’s entertainment company Spin Master and London- and L.A.-based Moonbug Entertainment, part of Candle Media, have formed a strategic global alliance that leverages the capabilities of both companies across a mix of content and products.

The agreement encompasses licensing, content production and targeted media placement for some of Moonbug and Spin Master’s top brands.

The focus of the partnership will be elevating the intellectual property of both companies. The alliance with leverage Moonbug’s media and content production capabilities for key Spin Master properties, with Moonbug driving channel growth by securing paid media on Moonbug’s and selected channels across YouTube and connected TV for select brands.

Additionally, Moonbug will create short-form, animated YouTube content for key Spin Master Entertainment properties, leveraging Moonbug’s creative and production capabilities. Content from the partnership is expected to launch throughout 2024 and publish weekly to YouTube, including Spin Master Entertainment’s newest preschool series, Vida the Vet (pictured).

Under the agreement, Spin Master will also lend its expertise in preschool product development and distribution as the global master toy licensee for the Moonbug IPs Blippi and Little Angel.

“As children’s content consumption habits continue to evolve, we are staying on the leading edge by partnering with Moonbug to meet kids where they are,” said Jeremy Tucker, Spin Master’s EVP and global chief marketing officer, in a statement. “Together we will further deepen engagement with our globally recognized brands, with an emphasis on the power of storytelling, to inspire imaginations and new play experiences for kids everywhere.”

Image courtesy of Spin Master