Spin Master

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Spin Master Corp.
Public Company
Traded asTSXTOY
GenreChildren's entertainment
Founded1994; 25 years ago (1994)
FoundersRonnen Harary
Anton Rabie
Ben Varadi
Area served
Key people
Ronnen Harary (CEO)
Anton Rabie (CEO)
Revenue$1.553 billion (2017)[1]
OwnerRonnen Harary
Anton Rabie
(98% voting power)
Number of employees
1,600 (2018)[2]
DivisionsSpin Master Games
Spin Master Entertainment
Spin Master Outdoors
Spin Master International
Other Multi-Categories
SubsidiariesSwimways Corporation[3]
Cardinal Industries
DV Giochi
Toca Boca[5]

Spin Master is a Canadian global toy and entertainment company that has been designing, developing, manufacturing, and marketing consumer products for children around the world since 1994. Its brands include 2009 Toy of the Year Bakugan, Gund[7], Etch A Sketch, 2016 Innovative Toy of the Year Erector Set by Meccano, Air Hogs, 2018 Property of the Year PAW Patrol, Aquadoodle, Tech Deck, 2017 Toy of the Year Hatchimals and 2015 Toy of the Year, Zoomer. [8] Spin Master employs over 1600 people globally with offices in Canada, United States, Mexico, France, Italy, United Kingdom, Slovakia, Poland, Germany, Sweden, the Netherlands, China, Hong Kong, Japan, Vietnam and Australia. [2]

Since 2002, Spin Master has received 92 TIA Toy of The Year (TOTY) nominations with 28 wins across a variety of product categories, including 13 TOTY nominations for Innovative Toy of the Year, more than any other toy company. [9]


Three college friends from Western Ivey Business School, Ronnen Harary, Anton Rabie and Ben Varadi, founded Spin Master with $10,000 in Toronto in 1994.[10] The company's first product, Earth Buddies, was a small head made out of Kmart pantyhoses and grass seeds, which grew "hair" when watered. The Earth Buddy went on to sell over 26,000 units.

Spin Master's first major success came in 1998 with the launch of the Air Hogs brand, and its first item, the Sky Shark. Developed from the prototype provided by inventors John Dixon and Peter Manning, the Sky Shark was a foam plane that used compressed air to enable outdoor flight. Product development took over two years and more than $500,000,[11] but ended up generating $103 million in revenue over the next few years. The Sky Shark put Spin Master on the map, becoming one of the most popular toys in the world and earning them a slot on daytime television Regis and Kathie Lee alongside other international press.[12]

The company, which had grown to 28 employees by 1999, told the LA Times they were already “assessing 1,000 inventions a year.” They’d moved their manufacturing supply chain to Hong Kong in 1998 and were ready to rise as a new name in the toy industry.

The company scored another success in 1999, with Flix Trix Finger Bikes, a string of 1/2 inch replicas of BMX bikes. In 2003, the company made its first corporate acquisition buying Bounce ‘Round, a company that created scaled down versions of the inflatable bouncy castles. Over the next handful of years, Spin Master opened offices in the U.S., Japan and Western Europe.

In 2008, Spin Master launched the Bakugan Battle Brawlers franchise, a card game developed in conjunction with Sega Toys, featured plastic balls which burst open to reveal anime-style characters. Bakugan reached almost $1 billion in yearly sales.[13]

Under Harary's leadership, Spin Master Entertainment launched with Bakugan Battle Brawlers the animated action adventure television series under the direction of Mitsuo Hashimoto. To date, Spin Master Entertainment has developed six television series with over 400 cumulative episodes.[14] Abby Hatcher, Fuzzly Catcher, Spin Master's newest animated preschool series will debut on Nickelodeon 2018-2019 season in the U.S. [15] The show centers on Abby and her new friends the Fuzzlies, who are amazing and quirky creatures that live in her family's hotel. Together with her best Fuzzly friend Bozzly, Abby goes on wild adventures to fix Fuzzly mishaps and help them in any way she can.[15]

In August 2013, Spin Master acquired the iconic Erector Set by Meccano construction set line. [16] In June 2015, Spin Master entered into an agreement to acquire Cardinal Industries, a 60-year-old game and puzzles company. The purchase made Spin Master the second largest games company in the U.S. A month after announcing it was buying Cardinal, Spin Master made its initial public offering on the Toronto Stock Exchange.[12]

In January 2016 Spin Master purchased the library of award-winning board games owned by Editrice Giochi SRL, one of the oldest privately held toy game companies in Italy. In February 2016, Spin Master bought the iconic Etch A Sketch and Doodle Sketch brands from The Ohio Art Company for an undisclosed price. In April 2016, Spin Master purchased digital toy makers Toca Boca and Sago Mini from the Bonnier Group of Sweden. In August 2016 Spin Master diversified into the water and outdoor sports category through the acquisition of Swimways corporation.[12]

In 2017, Spin Master acquired Marbles, a firm known for creating games, gifts and gadgets and the maker of Otrio; Aerobie, a leading producer of outdoor flying disks and sports toys; and Perplexus, a 3D ball-in-a-maze Spin Master had been distributing since 2013. [12]

In March 2018, Spin Master acquired the 120 year old stuffed toy brand Gund. [17] Spin Master is now a $1.5 billion (sales) company, which employs over 1,600 people in 16 countries. [18]

Spin Master Toys[edit]

Air Hogs[edit]

Air Hogs was launched in 1999 with the Sky Shark. Specializing in low price, simple to fly airplanes and helicopters the Air Hogs line has evolved to include air and ground vehicles. Air Hogs products are sold and distributed in over 50 countries worldwide.[citation needed]


Introduced in 2014, Zoomer is a robotic dog that won "Innovative Toy of the Year" at the Toy Industry Association's ToTY Awards in 2014.[19] Zoomer Dino won the 2015 ToTY for "Boy Toy of the Year" and "Overall Toy of the Year."[20]

Also part of the Zoomer line are Zoomer Zuppies and Zoomer Chomplingz, smaller, low price point versions of their large counterparts. These smaller Zoomer items feature much of the same technology and interactivity as their larger counterparts.


Acquired by Spin Master in 2013, Meccano (known as Erector Set in the USA) is a European construction brand with over 100 years of history. Spin Master has continued to manufacture and operate Meccano out of their European headquarters. Sets range from multi-build sets, architectural builds, and a build your own R/C car set. In 2015 the company introduced Meccanoid, a robotic building platform that allows children to build a four foot tall robot that can speak, move, and interact using a number of technologies.

Sick Bricks[edit]

Sick Bricks is a free-to-play video game and integrated line of collectible mini figures and construction sets. It won one of Techlicious’ 2015 Best of Toy Fair Awards.[21]

The core of Sick Bricks exists as an action RPG title available on Android and iOS which encourages players to "beam" physical figurines into the digital game [22] using the camera on their mobile device. Players can create new versions of existing figurines by physically combining different parts (e.g. arms, legs, head) and then scanning the resulting character into the game.

Spy Gear[edit]

Acquired in November 2012 from Wild Planet,[23] Spy Gear is a line of spy-themed toys and role play items that aim to empower and inspire kids to become spies themselves. Products are categorized as either Surveillance, Communication, Security, and Spy Essentials.

In 2013 Spy Gear was a McDonald's Happy Meal Partner, winner of an Oppenheimer Toy Portfolio Platinum Award, and winner of the National Parenting Center's Seal of Approval.

Liv Dolls[edit]

Spin Master was once a boy toy market. They had action figures, like Bakugan, but lacked a fashion doll. In 2006, they tried a fashion robot that could move by itself, but this had poor results. They almost gave up, until they finally came up with a new line that was launched in fall 2009: a girl toy line, Liv World [24] The characters are Sophie, Katie, Alexis, Daniela, Hayden,and more.


NASCAR Collectibles[edit]

In late 2011, Spin Master released a series of NASCAR Toys including replica 1/64th scale cars, haulers, pull back cars, remote control cars, and Bashers. This marks the return of NASCAR in the retail toy aisles since late 2010 when Action pulled the plug. In late 2015, it was then seen in stores that Lionel Racing had taken over NASCAR Authentics, ending Spin Master's 5-year run.

La Dee Da[edit]

The line features a young city girl named Dee and her friends, Tylie, Cyanne and Sloane, who started their own fashion label of the same name. They are fashion designers and always get inspirations everywhere they go and see in which is the theme of their new outfits. The character Dee also has a pet who shares the same taste for fashion, Le Bun. "Dee-sign Time" is often used for this style of fashion design.

Rowdy Shouty Chic is the official tagline.


  • Dee – The 16-year-old lead designer of La Dee Da. Creative and caring, she absolutely loves fashion design and her friends; she also believes that her sketchbook, her pincushion-like bracelet, and her pet dog, Le Bun, are her very important inspiration tools. Her signature color is red, as this is her favorite color, and as with her birthstone, ruby. She loves epic accessories and stand-out colors in her designs and fashions.
  • Tylie – The 15-year-old jewelry maker of the line. Energetic and smart, she is quite intelligent about a design and always favors new ones. She also hates boredom, which means she could be impatient and can easily get upset at times. Her birthstone is amethyst, and her favorite color is hot pink, which implies she loves bold colors and her designs and fashions usually stand out from her friends'.
  • Cyanne – Also 15 years old, she is the hair and makeup artist of the group. Sweet and ladylike, she loves skirts, stylish shoes, and stand-out makeup. She is also resourceful, as she states to have perfected a handmade wash-away hair color. Her birthstone is diamond, and her favorite color is aqua, which implies that since she loves to sparkle, she loves dramatic looks that are typically in shades of blue.
  • Sloane – Also 16 years old, she is the stylist of the label. Intelligent and cool-headed, she loves putting together new outfits and tearing out magazine pieces for inspiration for a new look. A great thinker, she is also an excellent problem solver. She likes the color purple and animal prints, and her birthstone is emerald, which implies that she has a taste for designs that are usually suggested by African-American people.
  • Le Bun – Dee's pup. He shares a love for fashion with his owner and is really fun and entertaining to be around. Whatever Dee has any leftover fabric, she uses to create Le Bun stylish outfits. With an eye for style like Dee, he also has a very keen sense of smell.

Spin Master Games[edit]

Spin Master Games is the board game division of the company. Spin Master also owns Cardinal Industries and Editrice Giochi board and card game publishers. Spin Master Games publishes titles such as:

  • Boom Boom Balloon – Winner of 2014 "Game of the Year" from the Toy Industry Association [25] Push sticks from an outside frame into a balloon until it pops. The loser is determined by who pops the balloon.[26]
  • Pop Stream – A movie trivia game integrating hundreds of movie clips. It is unlike Scene It because there is a head to head team aspect with wagering points and a game show like feel to it. Played with a smart tablet.[27]
  • RapiDoodle – A fast drawing imagination game where players doodle 4 images on pre-selected shapes trying not to match anyone else playing, under 1 minute.[28]
  • Quick Cups – A fast-paced pattern game. A card is flipped over; the player's job is to match the colored pattern with 5 colored cups as quickly as possible.[29]
  • Hedbanz – An interactive game where players try to guess the card on their head by asking yes/no questions. Variations include Act Up - charades style play, Disney Hedbanz – licensed Disney Characters included, and Hedbanz for Adults - a more difficult version of Hedbanz.[30]
  • The Logo Board Game – A family board game that tests players knowledge of logos in various ways.[31]
  • Paw Patrol Adventure Game – A preschool game that sends players on an adventure, playing as licensed Paw Patrol characters [32]
  • Perplexus – A one player challenging 3D labyrinth inside a clear sphere. Twist the sphere in all directions to maneuver the small metal ball through the many obstacles. Versions include: Rookie, Original, Epic, Twist, Warp, and Star Wars Death Star.[33]
  • Moustache Smash – A fast-paced interactive game where players hold a plastic moustache up to their face until a card appears showing their shape or color. When that happens, the first to smash their moustache on the card wins it.[34]
  • Beat the Parents – A kids v. parents trivia game in which teams answer generation-defining questions about the opposite generation. Available in board game and card game versions.[35]
  • Quelf – A completely random game where players pick cards and follow them to move ahead. The cards range from answering crazy questions to performing ridiculous stunts.[36]
  • Family Challenge – A family game where players compete in 4 categories of challenges: Vision, Agility, Smarts, and Luck in order to see which team is the ultimate winners. Over 100 challenges included.[37]
  • Battle of the Sexes – A male v. female trivia game in which teams answer gender-defining questions about the opposite sex.[38]
  • Heads Up! – A fast-paced party game where players try to guess as many words on their heads as they can before a minute runs out. Other players assist by shouting clues to help the player score as many cards as possible. Featured on Ellen.[39]
  • Shark Mania – A fast-paced race to the end, where players compete against opponents to collect the most treasure while avoiding the shark perpetually destroying the path behind them.[40]


  1. ^ "Spin Master Reports Strong Q4 and Full Year 2017 Financial Results" (Press release). Toronto: Spin Master. March 7, 2018. Retrieved October 3, 2018 – via PR Newswire.
  2. ^ a b "Spin Master Corp. to Report First Quarter 2018 Financial Results on May 8th, 2018" (Press release). April 4, 2018.
  3. ^ http://www.swimways.com/swimways.aspx
  4. ^ Zumbach, Lauren (May 1, 2017). "Hatchimal maker buys Marbles: The Brain Store". The Chicago Tribune. Retrieved February 12, 2018.
  5. ^ "Toca Boca moves into consumer products". Kidscreen. July 10, 2017. Retrieved February 12, 2018. Toca Boca’s move also falls in line with subsidiary Sago Mini (which was also part of Spin Master’s acquisition last April).
  6. ^ http://kidscreen.com/2017/12/04/spin-master-grows-games-segment-with-perplexus-buy/
  7. ^ a b "Spin Master revenue increases 30% in latest quarter, profits significantly up". Financial Post. The Canadian Press. March 7, 2018.
  8. ^ http://www.toyawards.org/Events2/TOTY_Awards/2016_TOTY_Winners.aspx
  9. ^ http://www.toyawards.org
  10. ^ RACHEL BECK (March 24, 1999). "Spin Master Toys Soars to Success With Air Hogs". The Los Angeles Times. Associated Press. It's been a wild ride for Spin Master, a young Toronto-based company that was founded by three entrepreneurial friends: the high-strung, creative 28-year-old Varadi, the more serious salesman Anton Rabie and long-term visionary Ronnen Harary, who are both 27. The company was founded in 1994.
  11. ^ Calleja, Dawn (March 25, 2017). "How Spin Master got its mojo back". The Globe and Mail. Retrieved February 12, 2018.
  12. ^ a b c d Andrew Seale (March 6, 2018). "The secrets to Spin Master's success? Acquisition and innovation". Yahoo Finance Canada.
  13. ^ Hollie Shaw (December 21, 2012). "Spin Master joins digital gaming ranks". Financial Post. Retrieved February 12, 2018.
  14. ^ "On a roll: PAW Patrol's surprising Newfoundland connection". CBC News. March 11, 2018. Retrieved October 3, 2018.
  15. ^ a b "Nickelodeon Unveils Content Pipeline of More Than 800 New Episodes, Details Expansion into Location-Based and VR Experiences". Business Wire. New York. March 6, 2018.
  16. ^ Strauss, Marina (August 13, 2013). "Spin Master acquires iconic Meccano in bid to take on Lego". The Globe and Mail. Retrieved October 3, 2018.
  17. ^ "Spin Master buys stuffed toy brand Gund in $79.1-million deal". The Globe and Mail. Toronto. March 5, 2018. Retrieved October 3, 2018.
  18. ^ "Spin Master's PAW Patrol wins an award from Tmall, the online marketplace of the Alibaba Group" (Press release). Toronto: Spin Master. April 10, 2018. Retrieved October 3, 2018 – via Cision.
  19. ^ http://www.toyassociation.org/events2/toty_awards/2014_toty_winners.aspx#.WKIuMm8rIgg
  20. ^ http://globenewswire.com/news-release/2015/02/14/706456/10120248/en/Zoomer-Dino-Wins-Big-at-Annual-Toy-of-the-Year-Awards-Ceremony.html
  21. ^ http://www.techlicious.com/blog/techlicious-2015-best-of-toy-fair-awards/
  22. ^ "Sick Bricks review". Forbes. March 27, 2015.
  23. ^ http://www.prnewswire.com/news-releases/spin-master-ltd-acquires-key-brands-from-wild-planet-180822851.html
  24. ^ Turner Newsroom 2010
  25. ^ http://www.toyassociation.org/Events2/TOTY_Awards/2014_TOTY_Winners.aspx#.VSVDD_nF9Fo
  26. ^ http://www.spinmaster.com/product_detail.php?pid=p10438
  27. ^ http://www.spinmaster.com/product_detail.php?pid=p10442
  28. ^ http://www.spinmaster.com/product_detail.php?pid=p10443
  29. ^ http://www.spinmaster.com/product_detail.php?pid=p10444
  30. ^ http://www.spinmaster.com/product_detail.php?pid=p10421
  31. ^ http://www.spinmaster.com/product_detail.php?pid=p10424
  32. ^ http://www.spinmaster.com/product_detail.php?pid=p20228
  33. ^ http://www.spinmaster.com/brand.php?brand=cat_perplexus&gender=&age=&pageSize=0&pageNo=1
  34. ^ http://www.spinmaster.com/product_detail.php?pid=p20222
  35. ^ http://www.spinmaster.com/brand.php?brand=cat_beat_the_parents&gender=&age=&pageSize=0&pageNo=1
  36. ^ http://www.spinmaster.com/product_detail.php?pid=p10390
  37. ^ http://www.spinmaster.com/product_detail.php?pid=p20225
  38. ^ http://www.spinmaster.com/product_detail.php?pid=p10423
  39. ^ http://www.spinmaster.com/product_detail.php?pid=p20232&bid=cat_spinmaster_games
  40. ^ http://www.spinmaster.com/product_detail.php?pid=p20223

External links[edit]

Brand Sites