Spin Master
innovation, education and entertainment
For 2026, Spin Master is focusing on cross-category innovation capable of engaging multiple audiences, while strengthening its leading brands.
2026 will be a year of significant evolution for our portfolio explains Michele Marziliano, Sales Director of Spin Master Italy and Greece. We are working on new variations of well-established products such as Bitzee, Hexbots and Primal Hatch, as well as on completely new launches designed to surprise and expand our audience. Among the key new products is Peekimo, a wearable interactive product that combines play and connection in an innovative way, along with the arrival of Yoshi, inspired by the universe of Super Mario Galaxy 2 – The Movie. Strong attention is also being given to the new K-pop Demon Hunter line, a cross-category project involving Bitzee, 4D puzzles and creative lines such as Kinetic Sand and Cool Maker, with a contemporary and highly appealing language.
The preschool segment remains central, driven by the success of Paw Patrol, which in 2026 will return with the new film Dino Mission. “We have developed a completely renewed product line capable of enhancing the movie release and offering new play experiences,” Marziliano adds.
The journey of Gabby’s Dollhouse also continues, alongside the strengthening of the educational and sustainable offering with Melissa & Doug. On the occasion of Toys & Baby Milano, the company will present a representative selection of these new products.
We will showcase iconic items and new proposals: from Bitzee Aquarium to the Bitzee K-Pop Demon Hunter version, as well as Peekimo and Hexbots, including the interactive Gecko also in a Glow in the Dark version and the new Centipede, Marziliano previews.
There will also be space for Primal Hatch with the T-Rex and the Megalodon Shark, as well as Yoshi and a large area dedicated to Paw Patrol: Dino Mission. Among the strategic goals for 2026 is the intention to consolidate core brands and support new licenses.
We aim to further grow brands such as Paw Patrol while at the same time giving visibility and strength to new brands, which this year are numerous and of high quality, concludes Marziliano. Our commitment is to offer increasingly engaging, creative play experiences aligned with today’s consumer expectations.
