As part of a push into products based on digital games, Spin Master has signed a multi-year global toy licensing deal with Supercell to develop and distribute a line of toys based on the Finnish developer’s popular mobile catalogue, including Clash of Clans.

The collection will span multiple categories, including figures, plush and accessories. The line is expected to launch in summer 2027.

“Mobile games and digital gaming at large have become key drivers for entertainment and also for the toy industry,” Tammy Smitham, Spin Master’s VP of communications and CSR, tells Kidscreen. “As we continue to expand into high-growth categories, our partnership with Supercell represents a strategic push into physical products that appeal to this massive mobile gaming community.”

The deal is a major step toward franchise growth for Supercell, which has been working to expand its games into content and CP. In 2023, the company hired ex-Netflix kids & family head Curtis Lelash as its head of film/TV. Last year, Lelash secured a deal with Netflix to greenlight a family-friendly animated series based on Clash of Clans and Clash Royale. 

WildBrain CPLG came on board in 2023 as licensing agency, and brokered the new deal with Spin Master.

The community around Supercell’s games is sizable, with 290 million monthly active users across its titles, according to the company. Clash of Clans—Supercell’s flagship title, a free-to-play multiplayer game where players build bases and join clans that can battle other players—has been downloaded more than 500 million times, according to a January update from the B2B publication Business of Apps. The app has generated US$7 billion in revenue since its 2012 release, according to the publication. Meanwhile, the developer’s Clash Royale (2016) and Brawl Stars (2018) both drove more than 20 million downloads each in 2025, Statista notes.

“Supercell has created games that resonate with and appeal to a broad fan base, bridging the gap between generations, appealing to kids and adults alike,” Smitham adds. “They’ve successfully built passionate fandoms looking for opportunities to engage with their favourite games and characters beyond the digital world. We see this as a big opportunity to connect with kidults, who continue to drive significant growth within toys.”

There’s also a high ceiling for mobile games, with an estimated three billion mobile gamers globally, according to Market Reports World.

This is the latest “high-growth” category Spin Master is expanding into, after unveiling its plans to get back into the hot TCG market with not just one, but two IPs: the meme-inspired Skifidol Italian Brainrot and Hellbreak, a movie-monster collaboration with Universal Products & Experiences.

Image courtesy of Spin Master.