Building from its recent acquisition of Swedish children’s digital reading app Lylli, Spin Master, outlined its plans to further expand its digital reading offering.

Spin Master will leverage its portfolio of brands to create new, immersive content within Lylli, as well as introducing additional languages and geographies.

Today, the Lylli app engages young readers (aged 2-9), offering thousands of curated read aloud e-books that make reading fun and accessible. Currently available in Germany and Sweden, Lylli’s rich library of content can be read-aloud, listened to at home or on the go. A cornerstone of Spin Master’s expansion plans will be the introduction of the company’s iconic IP into the Lylli platform, merging digital reading with characters and stories that children love.

The first of these exclusive titles will be a digital story from the beloved Melissa & Doug® brand. Devoted to purposeful play, Melissa & Doug has earned the trust of parents for its commitment to creating play experiences that spark imagination and support meaningful child development. This inaugural digital book will centre on helping young readers understand and navigate everyday experiences, such as routine checkups at the dentist, through reassuring, play-driven storytelling.

Spin Master will also extend Lylli’s reach, with plans to launch an English-language version of the platform in the summer of 2026, unlocking the curated reading experience for a broader audience.

Marc De Vellis, Spin Master’s EVP and President, Digital Games, said:

“Welcoming Lylli to Spin Master was a pivotal step in expanding our digital reading offering, and now we’re embarking on the next phase, bringing our brands to life through new experiences. Our goal is to inspire the next generation of readers in a digital world. By introducing our own IP into the Lylli app, starting with Melissa & Doug, and launching in new languages and markets, we can turn screen time into meaningful, engaging story time.”

To support these content initiatives, Lylli founders, Monica Fagraeus Lundström and Gustav Johansson will attend the upcoming Bologna Children’s Book Fair to connect with publishing partners and discuss the future of Lylli and partnership opportunities in Hall 29, Booth Number G32.