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Spin Master acquires Orbeez toy brand from Maya Toys

Spin Master has completed the acquisition of the award-winning Orbeez brand and other select brands from Maya Toys, bringing it and a raft of further IP into its growing Activities portfolio.

Orbeez are squishy and bouncy water beads that begin as tiny seeds before growing to a round form when water is added. The versatile technology is applied to a variety of toys, ranging from arts-and-crafts sets to pampering products.

“Orbeez represents a universally-appealing play pattern and as a result, this amazing Maya Toys property has stimulated the imaginations of millions of children globally,” said Anton Rabie, Spin Master’s co-founder and co-CEO.

“We’re thrilled with this acquisition, which further strengthens our vibrant and growing Activities business, providing recurring revenue and opportunities for integration into our existing product lines, as well as for further innovation.”

Spin Master offers a range of activity products that integrate fun, fashion, trends and popular culture. Products like the leading sand brand, Kinetic Sand and Cool Maker, the line of innovate DIY sets including TOTY-nominated GO GLAM Nail Stamper, are designed to teach children new skills and provide multiple outlets for creative play and expression.

“With a 10-year history of entertaining kids, we believe the possibilities with Orbeez are endless,” said Arlene Biran, vice president marketing and activities global business unit lead. “Our design teams are excited to ideate on how we can grow the brand and bring new creative executions to market.”

The acquisition of Orbeez marks Spin Master’s 21st acquisition since the company was founded in 1994 and the 11th since its initial public offering in 2015.

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