The firm announced its plans to create an entertainment division back in July, to create new IP and brands. The new off-shoot was unveiled at MIPCOM Junior.
Spin Master Entertainment will be led by Matt Wexler, from the parent toy company, as executive producer, based in the Toronto headquarters. Also leading the new division as executive producers will be Adam Beder (VP of global licensing) and Ronnen Harary (chairman and co-CEO).
"Spin Master understands kids and are strong believers in partnership,” said Wexler. “We are coming to the entertainment business with a unique understanding of how to realise off-channel success which we hope will give us an advantage in creating a true 360-degree approach to character and story development."
The initial focus of the new arm will be the development and production of entertainment properties based on original content, co-production and the development of its own proprietary brands.
"This is a new business channel for us and we’re looking to create fresh, original entertainment content, not toy commercials," said Wexler. "We are looking for projects with unique creative vision, global appeal, and as always, different is best.” "