Ms. Rachel, Paw Patrol to fuel Spin Master sales as it faces fraught holiday season

Ms. Rachel Speak and Sing doll, modelled after U.S. preschool teacher-turned-YouTube star Rachel Griffin Accurso , is topping holiday wish lists this year .

Spin Master is now the maker of toy royalty: the Rubik ’s cube, Etch-a-sketch, Kinetic Sand and Tech Decks.

It is also behind Hatchimals , Paw Patrol , Bakugan , Gabby's Dollhouse and Monster Jam.

Spin Master's Toronto office has a wall of failures featuring the long-gone Liv dolls from 2009 and Pop on Pals from 2010 .

Ms. Rachel doll was not in the plan 11 months ago , Spin Master’s Toronto office says.

Spin Master has a strategy to make Paw Patrol so enduring it's “a rite of passage” to the 11-year-old Paw Patrol .

As much of that race will be spent generating demand with marketing as it is on making sure stores are “replenishing really obsessively” because Spin Master knows the ultimate determiner of holiday success is not price nor what you saw on TikTok , but whether the Ms. Rachels of the world make it under your tree. “You can always sell it next year , but it’s not about next year ,” Rangel said. “A parent doesn’t want to wait till next year because their child is going to be disappointed.”.