Spin Master and Hidden Pigeon Company Bring Mo Willems' Classic Characters to Life

New co-branded toys and digital games will allow kids to interact with beloved book characters like The Pigeon, Elephant & Piggie, and Knuffle Bunny.

Published on Mar. 10, 2026

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Spin Master, a leading global children's entertainment company, is partnering with Hidden Pigeon Company to bring celebrated children's book author and illustrator Mo Willems' popular characters to life through a new collection of co-branded toys and digital games. The collaboration will allow kids to engage with Willems' beloved characters, including The Pigeon, Elephant & Piggie, and Knuffle Bunny, across Spin Master's toy and digital games portfolio.

Why it matters

Mo Willems' books have resonated with children and families for over 20 years, selling over 34 million copies and earning 50 New York Times bestseller titles. This partnership allows Willems' characters to extend beyond the page, giving kids new ways to connect with and play with their favorite characters through toys and digital experiences.

The details

The first products in the collection will launch this month with Spin Master's digital app bundle Piknik, which will feature Mo Willems' characters in Sago Mini World, Sago Mini School, and Crayon Club. Later this fall, the line will expand with products from Melissa & Doug and GUND, including a Don't Let the Pigeon Drive the Bus Wooden Playset, an Elephant & Piggie Cube Puzzle, and a collection of plush toys based on The Pigeon, Elephant & Piggie, and Knuffle Bunny.

  • The co-branded digital experiences in Spin Master's Piknik app bundle will launch on March 12, 2026.
  • The physical toy products from Melissa & Doug and GUND will be introduced in the fall of 2026.

The players

Spin Master Corp.

A leading global children's entertainment company that is partnering with Hidden Pigeon Company to bring Mo Willems' characters to life through toys and digital games.

Hidden Pigeon Company

A multiplatform kids and family content company founded in 2023 by celebrated children's book author Mo Willems, with the goal of expanding the reach of Willems' bestselling catalog of children's books and intellectual property.

Mo Willems

A #1 New York Times bestselling author and illustrator whose beloved children's book characters, including The Pigeon, Elephant & Piggie, and Knuffle Bunny, are being brought to life through this partnership.

Melissa & Doug

A beloved brand known for purposeful play that is creating toys like the Don't Let the Pigeon Drive the Bus Wooden Playset and Elephant & Piggie Cube Puzzle as part of the co-branded collection.

GUND

A long-standing creator of thoughtfully designed premium plush toys that is producing a collection of Pigeon, Elephant & Piggie, and Knuffle Bunny plush characters.

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What they’re saying

“We're excited to be partnering with Spin Master to give kids new ways to create and play with their favorite characters from their favorite books.”

— Tori Cook, SVP Franchise Management + Consumer Products, Hidden Pigeon Company

“Mo Willems' characters have a playful spirit and emotional honesty that align beautifully with the kind of open-ended, curiosity-driven play Sago Mini is known for.”

— Marc DeVellis, Spin Master's President of Digital Games

What’s next

The first digital experiences featuring Mo Willems' characters will launch in Spin Master's Piknik app bundle on March 12, 2026, with the physical toy products from Melissa & Doug and GUND arriving in stores in the fall of 2026.

The takeaway

This partnership between Spin Master and Hidden Pigeon Company allows Mo Willems' beloved children's book characters to transcend the page and provide new ways for kids to engage with and play with these iconic figures through a range of digital and physical toys and games.