Spin Master Corp., a global children’s entertainment company, announced today a worldwide toy licensing agreement with mobile games giant Supercell. Spin Master will develop and distribute a new collection of toys and collectors’ items inspired by Supercell’s gaming brands Clash of Clans, Clash Royale, and Brawl Stars.
Supercell is a game company based in Helsinki, Finland, with offices in San Francisco, London, Seoul, and Shanghai. Since its launch in 2010, the company has brought six games to the global market.
“Supercell has created global franchises with deep character rosters and passionate fanbases,” said Spin Master president of toys Doug Wadleigh in a press release. “This collaboration is a perfect match for Spin Master’s expertise in translating digital-first properties into innovative toys and collectables. We’re ready to bring the action and adventure of Clash of Clans, Clash Royale, and Brawl Stars for fans IRL.”
Within the multi-year agreement, Spin Master will create a product line that brings the iconic characters, battles, and adventures from the digital screen to fans around the world. The collection will span collectable figures, plush, and accessories, among other products.
“Our goal has always been to create games that are played for years, and we always want to deliver amazing products and experiences that serve the fandom of those millions of players. Bringing the heroes from our games into the physical world is an authentic new way for our community to connect and express their passion,” said Supercell chief marketing officer Rob Lowe in the press release.
Supercell’s games have been downloaded around the world billions of times and boast 290 million monthly active users. The new toy and collector line will capture the unique essence of each game, offering fans new ways to engage.
“Spin Master was the perfect partner to make that a reality — a team that truly understands how to bring vibrant gaming worlds to life in ways that will genuinely excite our fans. We can’t wait to show them what we’re creating together,” said Supercell head of licensing Andrea Fasulo in the press release.
Spin Master’s new product line is expected to launch in summer 2027. The partnership was brokered by the licensing agency WildBrain CPLG on behalf of Supercell.