From “Gabby’s Dollhouse” to “Jaws,” Spin Master Is Bringing More Universal Plush to EMEA

There are some characters that practically seem destined to become plush.

The adorable residents of “Gabby’s Dollhouse”? Of course. The dragons of “How to Train Your Dragon”? We would happily take several.

The shark from “Jaws”?

Well, why shouldn’t he get to be cuddly too?

Spin Master Corp. and Universal are expanding their longtime licensing relationship with a new multi-property agreement that will bring a broad collection of Universal-inspired plush to retail across Europe, the Middle East and Africa beginning January 1, 2027.

And there is quite the collection of franchises coming along for the ride.

The agreement covers DreamWorks Animation’s “Gabby’s Dollhouse” and “How to Train Your Dragon,” alongside Universal Pictures and Amblin Entertainment’s “Jurassic World.” But Spin Master is also reaching further into Universal’s vault for two particularly recognizable classics: “Jaws” and “E.T. the Extra-Terrestrial.”

Together, they give the upcoming plush range the ability to reach considerably beyond one type of fan.

Younger kids might gravitate toward the colorful world of “Gabby’s Dollhouse,” dragon fans have plenty of familiar creatures waiting in Berk and “Jurassic World” certainly isn’t lacking dinosaurs to transform into plush. Then there are longtime movie fans who might prefer having E.T. or even a considerably softer version of cinema’s most famous shark sitting on their shelves.

Spin Master plans to develop the properties across core, collectible, stylized and customized plush formats, giving the different franchises room to take on several forms as they arrive at retail throughout EMEA.

The expanded agreement also builds on a relationship between Spin Master and Universal that now stretches back 16 years.

The companies have already worked together across major properties including “Gabby’s Dollhouse,” “How to Train Your Dragon” and “Jurassic World,” with their relationship also set to expand through the planned 2027 launch of the “Hellbreak” Trading Card Game.

Spin Master SVP International Sales & Marketing Hedly Barnes said the expanded agreement combines Universal’s portfolio with Spin Master’s plush expertise, distribution network and knowledge of local markets throughout the region. Universal Consumer Products & Games Regional Managing Director for EMEA John Revill similarly pointed to the companies’ previous success together as they look to grow Universal’s plush presence at retail.

And with everything from preschool favorites and dragons to dinosaurs, aliens and one very hungry shark involved, “broad” might be putting this lineup mildly.

The new agreement takes effect January 1, 2027, when Spin Master will begin bringing the expanded Universal plush portfolio to shelves throughout Europe, the Middle East and Africa.

Just remember: if you bring home the “Jaws” plush, you’re probably going to need a bigger toy box.