Serviceplan Munich Named Creative and Communications Agency for Melissa & Doug in Europe

U.S. toy brand Melissa & Doug, part of the Spin Master group, has appointed Serviceplan Munich as its lead creative and communications agency for Europe. The partnership aims to significantly grow the brand’s awareness and visibility across key European markets.

Munich, October 13, 2025 – Following a competitive pitch, Serviceplan Munich is launching Melissa & Doug’s first large-scale campaign tailored specifically for Europe. Building on the U.S. brand message “Timeless Toys. Endless Possibilities.”, the new platform introduces a localized European claim: “It starts with Melissa & Doug.”

The first campaign has now gone live in Germany, Austria, Switzerland, the UK, France, and additional European markets.

The partnership builds on an established media relationship: Mediaplus, subsidiary of Serviceplan Group, has been responsible for media planning for Spin Master in the DACH region since 2017 and began expanding the collaboration to other European countries in 2023.

Targeting parents of children aged one to five, the campaign spans social media, online video, and Amazon –with emotional, contemporary imagery showcasing how creative play supports childhood development.

You can find the campaign film here.

“Melissa & Doug toys help children discover the world, give free rein to their creativity, and develop skills that prepare them for their future lives. With our ‘It starts with Melissa & Doug’ campaign, we want to raise awareness of this brand essence in Europe and firmly anchor the brand in the everyday lives of families,” says Marie Legat, Creative Director at Serviceplan Munich.

Andrea Herre, VP International Marketing & Brand Strategy at Spin Master International B.V., adds: “We are delighted to now have Serviceplan as a strong partner alongside Mediaplus and to be able to bundle all our expertise under one roof. Together, we can establish the Melissa & Doug brand on the European market and implement our mission – creative play and early childhood development – even more effectively.”

The brand campaign has already launched and will run until mid-December 2025. It will be rolled out in numerous European markets, including Germany, Austria, Switzerland, the UK, France, Italy, Spain, Benelux, and Eastern Europe. The campaign was produced by 27km Entertainment GmbH in Berlin. Mediaplus is responsible for full-funnel media planning together with its agency subsidiary Mediaplus Performance.

About Melissa & Doug

For more than 35 years, the Melissa & Doug brand has stood for toys that inspire children and develop their creativity. The company was founded by Melissa and Doug, a married couple who both come from families of educators. Their motivation: to develop well-designed products that provide children with an enriching and interactive play experience.

From classic wooden toys to detailed role-play sets, Melissa & Doug invites children to play freely, discover new skills, and unleash their imagination. The high quality of the products is always the focus: manufactured with care and attention to detail, they accompany children at different ages.

About Spin Master

Spin Master Corp. (TSX:TOY) is a leading global children's entertainment company that creates exceptional play experiences through its three creative divisions: toys, entertainment, and digital games. Spin Master is present in over 100 countries and is best known for its award-winning brands PAW Patrol®, Hatchimals®, Bakugan®, Kinetic Sand®, Air Hogs®, Melissa & Doug®, Rubik's® Cube, and GUND®.