Spin Master Partners with Hidden Pigeon Company to Bring Mo Willems’ Characters to Toys and Games

Spin Master Mo Willems partnership brings beloved book characters to toys and digital games

TORONTO — Spin Master Corp. has announced a new collaboration with Hidden Pigeon Company to bring characters created by bestselling children’s author Mo Willems into a new line of toys and digital experiences for young audiences.

The partnership will introduce a co-branded collection inspired by Willems’ popular book characters, including The Pigeon, Elephant & Piggie and Knuffle Bunny, offering new ways for children to interact with the stories through play.

With more than 34 million books sold worldwide, Willems’ work includes over 50 titles that have appeared on The New York Times bestseller list, making his characters some of the most recognizable figures in modern children’s literature.

Digital Experiences Launch First

The collaboration begins with a digital rollout this month through Piknik, Spin Master’s family-focused digital app bundle for kids.

The characters will appear in several Piknik apps, including:

• Sago Mini World

• Sago Mini School

• Crayon Club

The first content launches March 12, beginning with new interactive experiences in Sago Mini World, featuring creative colouring activities, celebrations and read-along storytime features designed for young children.

Marc DeVellis, President of Digital Games at Spin Master, said the collaboration aligns with the playful, imaginative approach behind the company’s digital platforms.

“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,” DeVellis said in a statement.

Toy Collection Arriving Later in 2026

The partnership will expand into physical toys later this year with products developed under Spin Master’s brands Melissa & Doug and GUND.

Planned products include:

• Don’t Let the Pigeon Drive the Bus Wooden Playset™ (SRP $29.99)

• Elephant & Piggie Cube Puzzle™ (SRP $20.99)

The toys are designed to support early childhood development through storytelling, communication and motor skills.

The collection will also include plush toys featuring The Pigeon, Elephant & Piggie and Knuffle Bunny, produced by GUND and crafted with soft fabric and under-stuffed designs intended for comfort and play.

Expanding a Popular Children’s Brand

Hidden Pigeon Company was founded in 2023 by Willems along with partners Stampede Ventures and RedBird Capital Partners to expand the reach of the author’s books across multiple entertainment platforms.

The company’s strategy includes projects in television, film, digital content, licensing and live experiences.

Tori Cook, Senior Vice President of Franchise Management and Consumer Products at Hidden Pigeon Company, said the collaboration aims to bring Willems’ characters into new forms of interactive play.

“We’re excited to be partnering with Spin Master to give kids new ways to create and play with their favourite characters from their favourite books,” Cook said.

A Global Children’s Entertainment Company

Headquartered in Toronto, Spin Master operates across three major creative divisions: toys, entertainment and digital games.

The company is known for producing global brands such as PAW Patrol, Melissa & Doug, Bakugan and the Rubik’s Cube, while its digital gaming platforms — including Toca Boca and Piknik — reach nearly 60 million active users each month.

With offices in nearly 20 countries and more than 2,500 employees worldwide, Spin Master continues to expand its portfolio of entertainment experiences designed for children and families.

The new collaboration with Hidden Pigeon Company represents the latest step in extending well-known children’s stories from bookshelves into interactive play environments.

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