Senior Copywriter

Would you like to work with a product loved by millions and millions of kids all across the world? With over 60 million monthly active users engaging with our play ecosystem, we are looking for a Senior Copywriter to join our Creative Hub. Working alongside highly talented animators, designers, and creative leads, you will play a defining role in telling great stories that inform, entertain, and bring Toca Boca’s products to life with relatable narratives that truly connect with kids and families globally. You will be the guardian of our global Tone of Voice. You will balance visionary, high-level campaign ideation with hands-on creative execution, ensuring that Toca Boca sounds exactly like Toca Boca wherever we show up. What you’ll be doing Partner with Art Directors and Creative Leads to drive creative concepts and storytelling from the first brief all the way to final launch. Create narrative-led marketing content (trailers, promo videos, full 360° campaigns) with relatable copy that truly connects with our core tween audience. Balance high-level visionary work with hands-on daily production (VO scripts, performance ads, social captions, and in-app copy). Leverage knowledge of platform specs (YouTube, TikTok, Instagram) to adapt copy natively while ensuring English source text is flawlessly structured for localization. Own, update, and protect the Toca Boca Tone of Voice, ensuring everything we publish globally sounds exactly like us. Partner with Product and Marketing to shape our stories, review creative output, and support the wider team in writing their own copy. Identify opportunities to use emerging tools and technology to improve creative workflows. Is This You? You have 5+ years of experience working as a Copywriter, preferably with experience stepping into Creative Lead or conceptual roles. You thrive on balancing high-level visionary campaign strategy with hands-on, daily operational execution. You hold a Bachelor's degree or similar in Copywriting, Communications, English, Creative Writing, or a related field, or you have equivalent professional experience. You are a native English speaker with flawless grammar, sharp editing skills, and structurally precise writing. You have experience developing, maintaining, and guarding a brand's Tone of Voice across multiple touchpoints. You have a deep understanding of current social media trends, community engagement, and digital-first campaign storytelling. Prior experience in digital gaming, entertainment, or youth-focused tech is a major plus! What we’ll be looking for in your portfolio 360° campaigns where you drove both the high-level concept and the final narrative arc. Emotionally resonant work targeting tweens that feels authentic. Examples proving you can define, adapt, and guard a distinct brand voice across digital, social, and physical touchpoints. A strong mix of visionary thinking and sharp daily execution (social media content). Flawless native English writing with the precision required for a sensitive audience. Impactful copy built on universal truths rather than local slang, proving it can be translated globally without losing its core DNA. (Bonus) This is us! Toca Boca together with Sago Mini, Piknik and Lylli, make up Digital Games within Spin Master. We create games, digital toys, and everyday products that are filled with fun that kids from any corner of the world can instantly relate to. We celebrate the diversity and quirkiness of their world and give them the freedom to play in ways that only they can. The Spin Master Mission and Vision is to make life more fun by pushing the boundaries of innovation, creativity, and fun! Good to know! This position is full time and based in our Stockholm office with a hybrid working model. We apply a 6-month probationary period. As we’re an international company, with over 20 nationalities working here, and millions of users all over the world, you must be fluent in English. Toca Boca develops dig