Following Spin Master’s acquisition of Melissa & Doug earlier this year, the company has laid out an ambitious plan to accelerate growth by fully integrating the Melissa & Doug business into its international commercial operations.
Already recognised by parents as the number one preschool brand for wooden and sustainable toys in the US, Melissa & Doug is poised to expand its reach and reputation on the global stage.
Spin Master International will offer direct distribution of the Melissa & Doug toy line to retail customers beginning 1 July 2025, strengthening its portfolio with complementary early childhood play. By fully leveraging its infrastructure and expertise, Spin Master is intending to grow the brand’s presence in international markets around the world.
“We are excited to combine forces with the Melissa & Doug team to enhance our offering in local markets and provide greater access to this beloved, timeless brand,” commented Hedley Barnes, senior vice president at Spin Master International. “As we bring our teams together, we are focused on scaling our total business, refueling the Melissa & Doug brand, leaning into innovation within the line, and expanding and relaunching in new international markets leveraging our direct sales and marketing teams.”
Spin Master recently showcased its 2025 toy portfolio, including the new toys for Melissa & Doug during Los Angeles toy previews in September.
The Melissa & Doug portfolio is focused on giving kids the real-life skills and confidence to take on the world. The 2025 line-up includes several key foundational categories, as well as new innovations in play:
- Pretend Play – from play food sets to dress up, these items teach real skills through pretend play.
- Puzzle and Boards – putting together the pieces can inspire problem solvers at every age and ability.
- Blockables – an innovative collection of wooden snap-and-play blocks for buildable, stackable, linkable and playable fun. These are the building blocks for a lifetime of imaginative thinking.
- Sticker WOW & Water WOW – a hit with kids and parents, these products inspire creativity wherever they may go.
Richard Dickson, Spin Master’s general manager, UK & Ireland, continued: “We look forward to accelerating the growth of this parent-trusted brand in the UK and as part of our integration, our Spin Master UK team and the Melissa & Doug team will unite under one roof in a new headquarters in Marlow. The new office space will feature a permanent toy showroom to give our customers the ability to immerse themselves in our full line and provide greater collaboration opportunities across the business.”
The new 15,000 sq. ft. Spin Master office, located in the Meridian Building in Marlow, will encompass two floors with an expanded showroom space. The official opening took place on 15 October and the new showroom will be open to customers from 4 November 2025.
“We are excited to unlock the potential of the Melissa & Doug business across our international markets and to strengthen our leadership in early childhood play for years to come,” added Hedley.
Pictured above at the new office opening (left to right): Doug Wadleigh, president toys; Tara Deakin, chief people officer; Max Rangel, global president and ceo; Hedley Barnes, senior vice president, Spin Master International; and Richard Dickson, general manager, UK & Ireland, Spin Master.
