Melissa & Doug appoints Serviceplan Munich as lead creative agency for 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 collaboration marks a major step in expanding the beloved brand’s presence across key European markets.

Following a competitive pitch, Serviceplan has launched Melissa & Doug’s first large-scale campaign created specifically for Europe. Building on the brand’s U.S. platform “Timeless Toys. Endless Possibilities.”, the European campaign introduces a new localized message: “It starts with Melissa & Doug.”

A campaign built on creativity and emotional storytelling

The new campaign is live across Germany, Austria, Switzerland, the UK, France, and additional European markets. Targeting parents of children aged one to five, it spans social media, online video, and Amazon, using contemporary, emotional imagery to show how creative play nurtures children’s imagination, confidence, and development.

Marie Legat, Creative Director, Serviceplan Munich: “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.”

The campaign film, produced by 27km Entertainment GmbH in Berlin, highlights moments of discovery and connection between parents and children, illustrating how play sparks growth and imagination.

Unified media and creative under one roof

The appointment strengthens an existing partnership within the Serviceplan Group, as Mediaplus, its media arm, has managed media planning for Spin Master in the DACH region since 2017 and began extending this collaboration to other European markets in 2023. For the new launch, Mediaplus and Mediaplus Performance oversee full-funnel media strategy and execution.

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

Expanding across Europe

The brand campaign runs until mid-December 2025, with rollouts planned for Germany, Austria, Switzerland, the UK, France, Italy, Spain, Benelux, and Eastern Europe. Through its focus on imagination, emotional connection, and play as a pathway to learning, the initiative aims to solidify Melissa & Doug’s role as a trusted companion in children’s early years—and a brand that inspires parents to say, “It starts with Melissa & Doug.”

www.melissaanddoug.com

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