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Spin Master Ltd. records

 Collection — Multiple Containers
Identifier: 2017.spin
The Spin Master Ltd. records are a compilation of digital files documenting the design process and marketing phases of two iconic Spin Master toy lines, Earth Buddy and Zoomer. Digital images include prototypes, graphics, toy testing snapshots, packaging examples, in-store displays, and more. Videos in this collection showcase toy demonstrations, product commercials, interviews, and instructional recordings. Also incorporated in this collection are product articles and reviews, awards, and commemorative historical information on Spin Master’s 20th anniversary. The bulk of the materials are from 1994 and 2013-2016. Additional scope and content information can be found in the Contents List section of this finding aid.

The Spin Master Ltd. records have been arranged into three series, two of which have been further divided into subseries. The 24 GB of this collection can be accessed on-site at The Strong via access hard disk drive.


  • 1994 - 2017
  • Majority of material found within 2013 - 2016
  • 1994



The materials in this collection are primarily in English. There are some instances of French, Spanish, Italian, German, Dutch, Portuguese, Russian, Estonian, Latvian, and Lithuanian; these are denoted in the Contents List section of this finding aid.

Conditions Governing Use

This collection is open for research use by staff of The Strong and by users of its library and archives. Though the donor has not transferred intellectual property rights (including, but not limited to any copyright, trademark, and associated rights therein) to The Strong, the company has given permission for The Strong to make copies in all media for museum, educational, and research purposes.


24 Gigabytes (Digital collection) : Accessible on-site at The Strong.


The Spin Master Ltd. records are a fully-digital compilation of toy designs, photographs, videos, publicity, and historical documentation on Spin Master. The bulk of the materials are from 1994 and 2013-2016.

Historical Note

Spin Master Ltd. is a Canadian global toy and entertainment company headquartered in Toronto, Canada.

While at the University of Western Ontario in the early 1990s, friends Anton Rabie and Ronnen Harary operated Seiger Marketing, a venture for selling posters on college campuses. In 1994, Rabie and Harary, joined by fellow business school alum Ben Varadi, saw the opportunity to develop a novelty concept they later named “Earth Buddy.” With $10,000 in start-up funding, this hand-assembled product (made with pantyhose, sawdust, and grass seeds) eventually earned their growing company more than $2 million in sales. The following year, the founders focused on producing juggling batons called Devil Sticks, and the company renamed itself Spin Master.

Over the next two decades, Spin Master partnered with independent inventors, licensed brands, and small firms. Among the company’s greatest hits are Air Hogs, Mighty Beanz, Aquadoodle, Bakugan, Tech Deck, Flutterbye Fairy, Zoomer, Bunchems, and Hatchimals. (Along the way, Spin Master acquired the major brands Meccano, Spy Gear, and Cardinal Games.) The company’s products have received numerous international awards, including the Toy Industry Association’s prestigious Toy of the Year honor. Spin Master continues to grow, expanding into additional toy categories and developing its thriving entertainment division. As of 2017, the company employs more than 1,000 people globally.

System of Arrangement

Series I: Spin Master general history, 2014-2015

Series II: Earth Buddy, 1994-2017

Subseries A: Creative process
Subseries B: In-store displays
Subseries C: Marketing materials
Subseries D: Press
Subseries E: Videos

Series III: Zoomer, 2012-2016

Subseries A: Awards
Subseries B: Creative process
Subseries C: Instruction manuals
Subseries D: Marketing assets
Subseries E: Packaging examples
Subseries F: Press and media
Subseries G: Videos
Subseries H: Websites

Custodial History

The Spin Master Ltd. records were donated to The Strong in December 2016 as a gift of Spin Master Ltd. The papers were accessioned by The Strong under Object ID 116.7024 and were received from Spin Master as a digital file transfer.

Processed by

Julia Novakovic, February 2017


Finding Aid to the Spin Master Ltd. Records, 1994-2017
Julia Novakovic
15 February 2017
Description rules

Repository Details

Part of the Brian Sutton-Smith Library and Archives of Play at The Strong Repository

The Strong
One Manhattan Square
Rochester NY 14607 USA
585.423.1886 (Fax)