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 grow the brand’s visibility across Europe.
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.
“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 launched in September 2025 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.