Timeless Toys Take on Europe with Melissa & Doug’s First Large-Scale Campaign

Following a competitive pitch, Serviceplan Munich has launched Melissa & Doug’s first large-scale campaign tailored specifically for Europe. Building on the US brand message ‘Timeless Toys. Endless Possibilities.’, the new platform introduces a localised 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,” said Marie Legat, creative director at Serviceplan Munich.

Andrea Herre, VP international marketing and brand strategy at Spin Master International B.V., added, “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.