Preschoolers around the globe have been ‘on a roll’ with PAW Patrol for the last decade, capturing the hearts of parents, licensees, retailers and other partners. Opening this special anniversary supplement are Veronica Hart, executive vice president, global franchise planning & consumer products marketing,Paramount Consumer Products & Experiences, and Hedley Barnes, senior vice president, international sales & marketing, Spin Master as they look forward to 2023’s year-long celebrations.
Welcome to our Big Celebration marking 10 years of PAW Patrol!
Being one of only a handful of preschool franchises that have managed this milestone, we are incredibly proud of PAW Patrol’s success to date.
The show’s universal themes of teamwork, community service and rescue paired with recognisable characters and, of course, puppies resonate with children all around the world. At its core, PAW Patrol - is about positivity and teamwork. Every pup has their specialty and plays their part when the Adventure Bay community needs help.
This teamwork has extended to the relationship between Paramount and Spin Master. It’s been a true collaboration and strategic relationship over the last decade; with Spin Master, Nickelodeon and Paramount bringing strengths to the table resulting in the success of building a global preschool phenomenon. From the series inception, with the original idea coming from storied children’s content creator Keith Chapman to production
from Spin Master Entertainment, through to broadcasting within Paramount’s multi-platform content ecosystem, including leading platforms in the UK; Nick Jr., which has been at the heart of the show’s success since 2013, Milkshake, as well as streaming service, Paramount+ and YouTube (plus rights to global distribution in more than 170 countries worldwide) this franchise has been a winning combination. We’ve extended the storytelling offscreen and brought the PAW Patrol adventures to life through themed entertainment and experiences, a fantastic toy line and one of the biggest preschool consumer products programmes in the world. Together we have strategically managed PAW Patrol’s growth with continued investment in all aspects including: fresh content, relevant themes, creative assets and innovative marketing, a forward-thinking licensing program and joint planning at retail. This ensures we can maximise the full potential of the franchise whilst remaining faithful to the core DNA of the show.
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Patrol is an acronym meaning ‘Pups At Work’?Above: Veronica Hart. Above: Hedley Barnes.
Charting a remarkable journey over the last decade.
A look behind the scenes with Spin Master Entertainment.
How further growth is still on the cards as the brand enters its second decade with evergreen status.
A look at the exciting plans that will be marking a decade of PAW Patrol.
How the pups are continuing their adventures on the big screen in 2023.
Spin Master talks about the evolution of the PAW Patrol toy range.
How the hardlines business has been instrumental to the success of PAW Patrol.
How PAW Patrol’s presence in the publishing sector continues to go from strength to strength.
Softlines licensees share their PAW Patrol experiences.
How PAW Patrol is hitting the mark with a number of longstanding partners.
A selection of key retailers explain why the brand continues to hit the spot at retail.
From live tours, character meet and greets and theme park experiences, we look at some of the ways preschoolers are engaging with PAW Patrol.
We take a look at PAW Patrol’s international success.
Who’s who in the Paramount UK Consumer Products and Spin Master teams.
l PAW Patrol launches on Nick Jr. in November 2013 in UK and internationally.
l Dedicated YouTube channel launches.
l Consumer products expansion into publishing, DVD and softlines.
l PAW Patrol launches on Milkshake! in the UK and premieres on free-to-air platforms globally.
l Spin Master UK toy launch Christmas 2014.
2017
l ‘Stay Safe with PAW Patrol’ campaign launches.
l PAW Patrol wins License of the Year – Toy Industry Association (US), Best Preschool Licensed Property and Best Licensed Toys or Games Range at The Licensing Awards (UK).
l First content theme for PAW Patrol - Jungle Rescue.
l PAW Patrol Live makes its global stage debut.
l LIMA Total License Property of the Year winner (Germany).
l First global console game - PAW Patrol: On a Roll – is released.
l PAW Patrol’s big screen debut takes $150 million at the worldwide box office
l #1 preschool property in 13 countries (NPD)
l PAW Patrol: Mighty Pups 44’ special releases into UK cinemas.
l Awarded Outstanding Overseas Property at the China Licensing Awards.
l PAW Patrol Adventure Bay Zone opens at Nickelodeon Adventure Lakeside & in Movie Park Germany.
l PAW Patrol launches on Paramount+ and Sky Showtime.
l Season 9 launches on Nick Jr. internationally.
l Calling All Heroes UK campaign launch including PAW Patrol Awards celebration.
l PAW Patrol celebrates 10 years.
l The Mighty Movie global theatrical release in October 2023.
Head to Amscan to choose from our party, foil balloons and costumes,
All good preschool shows start with the same thing… a simple vision. For Jennifer Dodge, president at Spin Master Entertainment, this was to create an engaging action adventure series for preschoolers that would have ‘transformation’ at its core.
It was an idea pitched by Keith Chapman –the creative brain behind Bob the Builder - that would be the beginning of PAW Patrol as we know it. Called Roddy’s Rescue Dogs, Keith’s pitch saw the characters’ doghouses transformed into their rescue vehicles and their backpacks transformed into other things too.
The idea of dogs with jobs, something that preschoolers could see in the real world, was also an immediate connection. “We felt like there was something relatable and grounded in reality that preschoolers would love,” says Jennifer Dodge, president at Spin Master Entertainment. “And that it had all of the elements for heroism and adventure that we were looking for.”
The pups also perform a significant role as ‘the first heroes in a preschooler’s life’. When producers started developing the idea around 2010, the tragic events of 11 September 2001 were still on their minds, and there is a message of great respect for first responders and that community service in which the idea of running toward danger was commonplace. Ronnen Harary, Spin Master’s cofounder and executive producer of PAW Patrol along with Jennifer found that aspect very compelling – and still relevant today. If transformation is at the core of PAW Patrol, there is no better way to express that than by transforming the show into something new and different to ensure it stays fresh and relevant. Kids
already loved the pups, but what if they became superheroes? Or race car drivers? Or they went on a dinosaur adventure? Episodes, specials and toy lines could then be built around those themes.
“I think it was groundbreaking for this demographic,” says Jennifer on the winning recipe. “It was something that had been done for older kids, but less for preschoolers.”
Over the past 10 years, the pups have remained pups, but the transformation has continued with the introduction of longer form content, too.
But how does the creative process change when it comes to longer form content like the movie? “There are a lot of similarities between the development for the movie and the TV series, what changes is the scale and magnitude,” says Jennifer. “Our core entertainment team continues to work on the series in parallel, so we engaged several new animation partners and brought on an outside writing team.
“On the first movie, we brought in writer/director Cal Bunker and his writing partner Bob Barlen to take the pups to the next level and introduce some new faces that our audience will engage with.”
So where does the franchise go from here? Well, 2023 will be the biggest year yet for content including PAW Patrol: The Mighty Movie, the much anticipated sequel to the 2021 theatrical debut.
“We’re looking forward to telling deeper stories and learning more about our characters and the PAW universe. All that’s to come,” concludes Jennifer.
property in the UK market since 2016, bolstered by the support of over 100 UK licensees. The teams at Paramount Consumer Products & Experiences and Spin Master UK aren’t resting on their laurels though, with further growth opportunities identified as the brand enters its second decade with evergreen status.
The UK market has played a major role in the success and growth of PAW Patrol over the past 10 years… and it is showing no signs of slowing its upward trajectory in the territory.
“We’re lucky to have such amazing content that continues to evolve and resonate, a franchise team that ensure PAW Patrol really is everywhere kids are, great product ranges with supportive partners who continue to innovate and refresh their ranges and amazing retailers who support the brand.”
fans engaged and there’s always new core content across multiple platforms to bring in the new fans, not forgetting our big movie moments. Content then inspires the product ranges; we’re able to refresh ranges regularly because of it. And let‘s be honest who doesn’t love pups!”
There are over 100 UK licensees for PAW Patrol, while Paramount is always on the look out to fill gaps, for innovation and event relevant brand partnerships. “Do reach out to the team if you think you fulfil one of those briefs,” says Venetia.
comments Venetia Davie, vp Consumer Products UK & Ireland, Israel and Australia/New Zealand at Paramount Consumer Products & Experiences.
The UK preschool space is nothing if not competitive, and Richard Dickson, general manager of Spin Master UK believes there are many reasons why PAW Patrol continues to stand out.
“It’s a show that parents don’t mind watching with their kids and there aren’t many of those!” “The content remains
Venetia admits that the UK preschool landscape has changed “massively” since PAW Patrol arrived ten years ago, commenting: “There's so much more competition than when PAW Patrol first landed, and not just from linear first shows. Streaming and YouTube have changed the landscape, so we continue to ensure we are where kids are.”
“The franchise has always focused on inclusivity, and it has a natural appeal to both boys and girls. We’re excited to turn the spotlight on Skye in the second movie and see so many opportunities in CPG. Beyond that we believe there are new seasonal opportunities as well.”
The overall theme of PAW Patrol’s 10th anniversary is ‘One Big Celebration’ – for preschoolers and parents, Paramount wanted to celebrate the positive, enduring influence of the show and the pups in their everyday lives, while for partners it’s about celebrating the outstanding success of the PAW Patrol franchise to date.
2023 will see the biggest year yet for content, explains Charlotte Hyson, director of CP marketing, Paramount Consumer Products and Experiences UK. “We begin the celebrations with a 22minute anniversary themed special
called All Paws on Deck,” she says.
“The
fan favourites and other pups from the last 10 years – as well as newer favourites like Liberty. All Paws on Deck will air in February half term as part of a two-week premiere event on Nick Jr. in the UK and on Paramount+.
“In April, we’ll make a splash as we debut our new spring content theme: Aqua Pups will premiere with four special episodes around Easter and welcome new Cockapoo pup, Coral, as well as ‘merpups’.”
special will bring back
planned to celebrate! From the franchise’s biggest year of content yet to charity partnerships, new location-based experiences to a retail road show and more.
“In the second half of 2023, the PAW Patrol universe expands with our first ever spin off series premiere, Rubble & Crew targeting a slightly younger preschool audience and a construction theme. Then come 13th October, the mightiest news of all - we see the nationwide theatrical release of PAW Patrol: The Mighty Movie, sequel to our hugely successful theatrical debut in 2021.”
Supporting the special episodes and themes, new core season 9 and 10 premieres will roll out across the year, day and date on Nick Jr. and Paramount+, as well as Milkshake on Channel 5 later in 2023. Ever more important, there will also be continued year-round presence with new short form content on both Nick Jr. & PAW Patrol YouTube channels, existing seasons on Netflix and a new multi-platform console game release.
As well as the bumper new content haul, there is also a host of brand activity planned. This includes a charity partnership with Dogs Trust with schools being onboarded to join a special ‘PAW Patrol is on a Stroll’ over Easter. Brand activity aligned to Aqua Pups themed episodes will see Swim Teachers Association launch a water safety educational programme
their members. When it comes to location-based experiences, Paramount will also be working with all relevant partners to ensure they’re taking part in the celebrations, including Nickelodeon Land at Blackpool Pleasure Beach, Nick Adventure Lakeside and at the Nickelodeon Weekenders at Parkdean Resorts.
Charlotte continues: “We’re doing more on-the-ground activities than ever in 2023, fuelling the increasing demand for families to create memories. All retailers will get refreshed assets to support the 10th and with many there will be bespoke celebrations and campaigns to support the core ranging.
“Over the summer we’re taking our celebrations on tour, in close conjunction with Spin Master UK to activate ‘PAWs on Tour’, a retail road show of celebrations for the anniversary.”
Ultimately, 2023 is set to be a year-long celebration of ‘pup culture’ with Charlotte concluding: “We’re celebrating, so we would like everyone who has ever loved the franchise to be joining in as much as they can, as well as recruiting the new to join in the party.”
A major moment for the franchise – helping to further deepen the connection with fans – was the launch of PAW Patrol: The Movie in August 2021. The pups are set to continue their adventures on the big screen later this year, with a second movie looking to make another ‘Mighty’ impact on the box office.
In 2021, Paramount successfully transferred the power of the PAW Patrol pups from the small screen to the big screen, building the ‘pup culture’ phenomenon even further.
“PAW Patrol: The Movie was a major moment for the franchise and deepened the connection with our audience,” says Paramount Pictures’ president of international theatrical distribution, Mark Viane. “The release was supported by a major theatrical marketing push, with significant partnerships and with a big promotional presence on linear.”
box office. Over 70% came from international box office, with the UK, Germany, France and China leading the way with over $10 million coming from each of those markets alone.
And the success didn’t stop there. Post theatrical window, the movie was the number two family title of 2021 in EST (electronic sellthrough) across key international
markets*, as well as the top three family title of all digital transactions in the UK.
Simta Sawhney, senior director licensing UK, Paramount, continues: “It was our biggest CP campaign ever for a film, enjoying double- and triple-digit toy and consumer products growth across the UK and European markets in particular, driven by the box office success.”
Paramount is looking to continue this stellar run when the PAW Patrol franchise returns to the big screen later this year. PAW Patrol: The Mighty Movie, a Spin Master Entertainment production in association with Nickelodeon Movies and distributed by Paramount Pictures, launches globally in October 2023 and in the UK on 13th October.
“While the first movie focused on Chase’s origin story, we’re shifting the focus in our sequel to the smallest member of the team, Skye,” confirms Mark. “It’s an actionpacked superhero film with animation, characters and a storyline more powerful and enticing than ever before. Liberty who first made an appearance in the first movie, makes a return to make this a truly girl power affair which will help appeal to our girls’ audience.”
As well as current fan favourite characters, there will be some new additions, too. “We’re welcoming Academy Award® and Golden Globe® nominee, Taraji P. Henson to our cast, best known for her roles in Empire and Hidden Figures. She will be voicing a new character, though we can’t yet reveal whom. More of the celebrity voice talent will be announced
soon,” Mark teases, continuing: “We can’t share too much at this stage, but there will be a few new characters including new pups who will inject some fresh fun and humour to the movie, as well as a villain sidekick joining Mayor Humdinger!”
When it comes to the marketing campaign for the film, plans are still in development, but rest assured it will be as mighty as the title.
Mark concludes: “Like our first movie, the full force of the Paramount ecosystem will be behind the sequel –from cross-company synergy including Nickelodeon to exclusive content, brand partnerships and a theatrical media campaign from Paramount Pictures that will be mightier than ever!”
The toy category is at the heart of the PAW Patrol consumer products programme. Since the launch of the brand in 2013, Spin Master’s toys have been regular fixtures on ‘top toy’ lists and have picked up a host of awards. And with new themes being regularly introduced, there is always new content to provide inspiration and keep things fresh.
The past 10 years has seen the PAW Patrol pups experiencing numerous adventures, with the toy line keeping pace all the way.
playsets to its innovative toy line, keeping preschoolers entertained and wanting more.
“The past 10 years have been PAWsome, with the Pups experiencing so many adventures along the way. From a toy perspective, our PAW Patrol ranges continue to get bigger and better, and we are always looking for new ways to
Spin Master has featured in the prestigious DreamToys top toys for Christmas list since 2015.
Over the last decade, the brand has built on its strong foundation with two different themes each year, which has given Spin Master ample opportunities to introduce new Pups, vehicles and
surprise our fans and bring Spin Master’s signature innovation to the line,” says Becca Hanlon, senior brand manager for preschool, PAW Patrol at Spin Master UK.
“Through play, preschoolers can bring to life the teamwork, community service, and rescue missions that are at the heart of everything PAW Patrol is about. Our toys, which go from show to shelf, enable preschoolers to fully immerse themselves in the PAW world and recreate their own missions at home. By continuing to introduce new themes, characters and vehicles allows us to stay relevant and continue to perform as the number one preschool property. Getting recognised in the Dream Toys Top Toys for Christmas list (decided by the Toy Retailers Association), regularly demonstrates our leadership and innovation we bring to PAW Patrol toys each year.”
Indeed, the roll call of products to star in the prestigious DreamToys listing has included Chase’s Deluxe Transforming Vehicle (2021), PAW Patrol Dino Rescue Dino Patroller (2020), PAW Patrol Mighty Pups Super PAWs Mighty Jet Command Centre (2019), PAW
Patrol Ultimate Rescue Fire Truck (2018), PAW Patrol Sea Patroller (2017) and PAW Patrol Paw Patroller (2015), underlining the success of introducing new themes regularly.
For 2023, the iconic Lookout Tower has been refreshed and will have an anniversary special 10pk figure pack addition to the line in spring. Plus, the newest theme – Aqua Pups – including new pup, Coral and new land and water vehicles providing more terrain to explore. And of course, the PAW Patrol: The Mighty Movie toy line coming in the second half of the year. When it comes to marketing strategy, Becca explains: “Our toy line has an ‘always on’ approach across PR, social and digital, while we also continue to work closely with our retail partners to ensure PAW Patrol is always at the forefront of parents’ and gift givers’ minds.” “2023 is going to be a ONE BIG CELEBRATION for PAW Patrol with the 10th anniversary, new theme; Aqua Pups rounding off the year with the pups second big screen adventure. PAW Patrol is on a roll! It’s going to be an incredible year!”
Pincredible partners that we have been able to work with, begins Matt Cooper, category manager, hardlines (toys and games).
Matt points out that one of the key drivers of PAW’s success has been its thematic variety and versatility when it comes to product – and this has certainly been leveraged when it comes to product development.
“The pups suit all kinds of products, from collectable figures to ride-on vehicles, outdoor games to painting activity kits,” says Matt. “2023 is set to be an exciting year, with some exciting new development in the arts and crafts, games and novelty spaces alongside the second PAW Movie and big 10 year celebrations. After 10 years, five Licensing Awards, two movies and a non-stop spot at number one, PAW Patrol is only set to keep on growing!”
Above: Helen Lynch.
“Watch out for our lovely bedroom range including a useful storage hamper to tidy up those toys,” Helen adds. “I think the secret to PAW Patrol’s success is great characters and stories to appeal to different children’s personalities and interests, as well as bold, impactful brand design.”
“Our Arts & Crafts category boasts some great top sellers including Doodle Plush, 3D Foam Puzzles, Create your Own Character Eggs, plus Sambro’s own IP toys such as Bops N Tops and Puzzle Palz. In the outdoor toy category, the PAW Patrol Character Water Blaster Backpack sells extremely well. With the Mighty Movie release in 2023, we have some great movie-inspired offerings. Preschoolers will also love our new PAW Patrol Spiral Art Pup Pad that encourages fans to spiral, doodle and decorate.
PAW Patrol contains all the elements that preschoolers enjoy, particularly the cute pups! Its unisex appeal, fun yet heroic rescue adventures and the value of friendship make it a winner.”
With continuously evolving storylines and themes, plus a wealth of diverse characters to engage the preschool audience in learning through play, PAW Patrol’s presence in the publishing category continues to go from strength to strength. And there’s much more to come in 2023.
Was PAW Patrol, then the publishing category is one which is almost spoilt for choice.
Indeed, Egmont’s PAW Patrol magazine continues to be the number one title in both the overall children’s market and in the preschool category. “After 10 years this is incredible – it has been a tough year for magazine sales so it’s testament to the strength of the brand and the engaging and varied content that keeps these two magazines selling so well,” says Katie Price, senior publishing manager. “In books, Farshore will publish 12 new titles in 2023 - these will include brand new movie tie-in titles as well as new seasonal titles and more gift and novelty.
“It’s really important, especially right now, to have a broad range of formats and price points to appeal to all sales channels and all customers. Even during tough economic times parents, carers and grandparents are happy to spend money on books for children as they offer something educational, so it’s important that we make them accessible as well as affordable and engaging.”
For Farshore, its top selling title of all time is the Dinosaur Rescue picture book. In 2023, its thematic highlights will include publishing for Rescue Knights, Big Truck Pups and The Mighty Movie.
“Like our readers, the pups are all individuals and children can relate to their different character traits,” says Zoe Masters, publisher – brands and licensing at Farshore. “The stories are about looking out for each other, teamwork, facing fears and
overcoming adversity. The content is fun, engaging and exciting, which means that PAW Patrol is the perfect brand for encouraging a love of reading for pleasure in children from a young age.”
Zoe furthers: “The content lends itself to seasonal moments, stories about life lessons, novelty formats, early learning and stories that are just for sheer enjoyment that children want to read and share over and over again.”
Kiran Vara, group publisher at Story House Egmont, believes that the continuously evolving series, themes and wider world of the pups make the brand so translatable to publishing.
“With the wealth of assets available, we were able to launch our spin off series PAW Patrol Extra in 2021 which focuses on those big tentpole moments,” says Kiran. “Our best performing issues have focused on Mighty Pups and Dino Rescue, as well as using the beautiful vector style artwork to produce Art specials. It’s a really great way of combining the commercial powerhouse of PAW Patrol with the preschool top trends and play patterns.”
Over the past decade, the PAW Patrol softlines business has continued to lead the way, with strong growth being seen across all categories, in both boys and girls, whether that’s apparel, accessories, bedding or back to school.
With the iconic look of the pups, evolving themes and bold, bright colours, it’s no surprise that PAW Patrol has been such a hit in the softlines category. Apparel is a key driver, and sleepwear has been a top performer across the years.
Indeed, the brand’s success in the fashion space has enabled expansion into different product areas beyond jersey – from outerwear to denim.
“With spring/summer coming we have some amazing seasonal products launching, as well as newly refreshed product lines. Our seasonal towelling range of ponchos, towels and our new Drymee oversized hooded towels are shaping up for success. We are also excited to launch a new range of storage products early in 2023, bringing practical storage solutions to families and fans of PAW Patrol across the UK.
Being able to access a wealth of creative assets is essential for any softlines or textiles business. This allows licensees and retailers to lean into the latest trends and to design and develop products with their core consumer in mind.
We work with retailers to ensure that all the pups are represented within our designs and across our product ranges to ensure that children can see their favourite characters, no matter who they are, and we have found that our products sell well to boys and girls reflecting the inclusive values of the PAW Patrol brand.”
"Over the 10 years of being a partner on PAW Patrol, we’ve seen consistently high demand.
Not only because the brand has been such a success on screen, but also because of the great support from the Paramount team in terms of style guides and marketing support.
To show just how successful PAW Patrol has been, not only has it been a top boys' property, often it’s been some of our customers' highest performing girls' brand, too. We’ve seen fantastic sales on nightwear, daywear and underwear throughout, however, new for spring/summer 2023 we are also introducing a range of boys and girls swimwear styles.
PAW Patrol is firmly installed as a classic property, and everyone at TDP is looking forward to the next 10 years of continued success."
“The majority of our licensees in this category are long standing partners and have been on the PAW journey from the beginning – Aykroyd & Sons, TDP, Roy Lowe & Sons, Blues Group (CWI Holdings), Character World, William Lamb to name a few,” says Megan McGuinness, senior category manager, softlines (kids). “It’s a testament to the strength of the brand and the partnership we have with them. More recently we’ve expanded our partner base with the likes of Fashion UK and DNC, both of which have been instrumental in fuelling further growth and closing retail gaps.”
2023 will see a big focus on seasonal, says Megan, with expansion planned on the 2022 programmes across Halloween and Christmas specifically. Aqua Pups ranges that sit back with summer shop across key retailers featuring daywear and swim will also be launching.
Megan continues: “Feedback from retail is that Skye specific product is a strong
“We have Aqua Pups, movie and core product going into the likes of Tesco, Next, Character.com, Dunnes, Very, Morrisons, TU, Mothercare and Matalan - so you’re going to see a lot of PAW Patrol pyjamas in 2023! Having a wide range of creative assets is hugely important as we need a real breadth of artwork to be able to create unique product ranges for each of our retail partners – and this becomes even more crucial when you are working with a mega-brand such as PAW Patrol, as the retail spread becomes even broader and key partners will also range multiple styles.”
Right: Rob says we’re going to be seeing a lot of PAW Patrol pyjamas in 2023!
performer within the preschool space across nightwear, daywear and accessories. With The Mighty Movie being Skye focused skus across all channels.”
Back to school is also a growth category, especially lunch bags and backpacks, while Megan adds: “PAW is a given for that back to nursery segment and we’re seeing huge appetite for those evergreen properties. Also, be on the look out for some new and exciting collaborations launching in our anniversary year including our first apparel range with Unhidden, a brand which specialises in designing clothing for both disabled and non disabled people.”
“We have some great ranges landing for SS23 with a focus on all the pups together across both genders. Having an extensive portfolio of creative assets allows the design team to have the freedom to design into many different techniques and offer choice to our customers. It allows us to really drive creativity and fresh new designs, season after season.
We ensure that we design into each range offering positive slogans and messaging, inclusive graphics and gender neutral colours, as well as ensuring fun and playful graphics that are true to the brand. All our products are BCI cotton as standard, while also supplying recycled polyester.”
The gender neutral appeal of PAW Patrol helps to make it a strong choice for retailers for categories where they are seeking preschool appeal, but may be limited on shelf space.
2023 will see growth in categories such as gifting, where new partner Widdop & Co will offer fans the opportunity to celebrate with PAW Patrol as part of every special occasion. Health and beauty partner H&A, meanwhile, will bring innovation and retail solutions to the category, while the food and
“Danilo has been working on the PAW Patrol licence from the beginning and it firmly remains one of our top licences across our whole portfolio.
My view on why PAW Patrol is so strong is due to it being different to the other preschool properties out there. It’s an entry level to the world of team work and action, combined with loveable superhero style characters, who also happen to be dogs. The show is fun, exciting and is regularly given a renewed feel with new themes and movie releases. We are continually refreshing our card and wrap ranges with the new artwork that Paramount supplies and we also sell a lot of PAW Patrol gift wrap.
Other products that have proved successful include the PAW Patrol wall calendar and the My First Calendar, which has been designed to help preschoolers develop an understanding of things like days of the week, weather, seasons and time of day.”
beverage portfolio will also continue to diversify, providing a better range of alternatives and meal solution staples.
“Across a range of partners, we will have gifts in key categories from seasonal and health and beauty, to food gifting and colouring activity,” says Kris Murray, senior manager, hardlines “A number of partners will utilise the upcoming theatrical release to offer newly refreshed designs, in order to remain relevant.”
“PAW Patrol is one of our top performing licences, with sales continuing to grow YOY. Our bestselling costumes are Chase and Skye, with size 3-4 being the most popular. Our SuperShapes and AirWalkers lead the way in foil balloon sales, with plates, napkins, tablecovers, cups and latex balloons being topperformers on party goods. We’ve got a brand new party range launching for Q1 23 to celebrate the anniversary year and are adding other popular pups to our range of SuperShapes –Marshall, Skye and Rubble. We also have lots of new NPD planned across dress up, including sustainable costumes, glow in the dark and the introduction of Liberty for the first time.”
“Some of our top sellers include Milk Chocolate Lollies, Surprise Eggs, Advent Calendar, Easter Eggs and a Mealtime set with Easter Egg. We are ready to launch Easter at the start of the New Year. Our launches are often seasonally with the nature of our products being within the treating occasion. We hope to surprise and delight our consumers and make sure their favourite character features in their seasonal goodies.”.”
In today’s busy preschool market, PAW Patrol remains a proven success across all product categories, with a number of longstanding partners.
around the 10th anniversary and the movie sequel, but will also look to maximise seasonal and retail events opportunities, expanding the brand’s presence in the value channel and an ‘always on’ focus on the online presence, says Jamie Dunkley, senior retail licensing manager. Here, a selection of key retailers explain why the brand continues to hit the spot at retail.
Karen Hewitt, buying director, Character.com
“The fact that PAW Patrol has been a perennial favourite for our customer base for many years has meant we’ve really had time to work with Paramount and our supply base to really optimise our offering. This kind of close working relationship between stakeholders allows us to plan and execute marketing campaigns much more effectively. For us at Character.com, PAW Patrol really is on a roll!
Our PAW Patrol Back to Nursery Range was very popular and was the first time we’d looked at lunch sets and back to school shoes which proved a real hit.
We will look to develop this further for 2023 to see if we can develop this offer more widely. We also started stocking homeware which has proved an exceptionally popular category and we’ll be looking to expand the range. We try to be as engaged as we can with new product and marketing activations.”
Below left: PAW Patrol has been a perennial favourite with Character.com’s customer base for many years, says Karen.
“We are proud to say we have worked closely with Paramount and Spin Master over the years on product selection and marketing execution to establish PAW Patrol as one of our top preschool brands.
The focus is on characters, vehicles and passion points of police, fire, construction and aviation which appeals perfectly to kids of that age. PAW Patrol also has consistent content that is easily accessible to kids across multiple platforms creating a demand for product.
We loved our exclusive PAW Patrol Cat Pack range and the character visits are a special treat for our customers. We are excited about the content in 2023, the new themes and also the new movie. We have some exciting plans in place with Spin Master and Paramount.”
“We have been working on PAW Patrol since its launch and it has been an absolute pleasure to see its growth and explosion into the market place. Our activation for last autumn was my favourite, but I also have a super soft spot of the Halloween PAW Patrol range. I saw so many kids pumpkin picking in our bright orange PAW Patrol ‘Howl for Halloween’ tee and it was so cute.
Above: Collaborating on the next film release is exciting for Vicki.
“The Paramount team have helped Primark to deliver a high level of success on the PAW Patrol business through strong collaboration and true partnership. This is visible in the breadth and variety of product categories retailed at Primark and the fantastic sales these deliver throughout the year.
The opportunity to collaborate on the next film release is what I am most excited about for this year. The content looks incredible and the customer is going to fall even more in love with the pups when they see what we are delivering. At George, we are also working on an exciting new partnership with PAW Patrol and one of our key partners which is due to launch late 2023, which will see the pups enter into something never seen before - watch this space!”
We’re proud of our Preschool PAW Patrol ranges which enable us to speak to a whole new consumer. The product looks so beautiful and I think will surprise and delight a whole new generation. The PAW Patrol gifting range was one of the strongest performing licences for Christmas 2022, while our fashion offer on boys daywear has continued to go from strength to strength and drives an all year round business.
In 2023, we’re looking forward to building on the success of our plush business - as a new addition to our DTR, the teams are already planning to expand on this offer and this will be a key moment. We’ll also be building out our exciting toy category with a focus in the pocket money offer on our gift mat for 2023, plus the girls daywear offer which has been successful within our table top programme and will now be expanded into fashion hanging ranges and will incorporate a broader category offer.”
Right: The PAW Patrol gifting range was one of the strongest performing licences for Christmas 2022, says Sarah.
Stuart Grant, global sourcing officer
“Spin Master and Paramount are both incredibly important partners to us and incredibly supportive. Both understand our importance in the market and that The Entertainer is where kids come to find new brands and collect the brands that they love.
For Christmas 2021 we collaborated on a complete Nick Jr. takeover across all stores, plus theming on our website; PAW Patrol was the jewel in the crown. We saw huge sales uplift from the collaboration.
PAW Patrol was launched before the fragmentation we’ve seen of where kids are viewing content, meaning the brand built momentum and there is now a strong back catalogue of content to share across multiple channels. We are really excited about the second movie in 2023 – we are anticipating that the new movie product will be really successful.”
Right: Stuart is anticipating that the new movie product will be really successful at The Entertainer.
From live tours, character meet and greets and theme park experiences, there are more ways than ever for preschoolers to engage with PAW Patrol in real life. Danielle Tanton, director of themed entertainment at Paramount UK, explains why the experiential space is so vital.
Off screen, in addition to a vast consumer products portfolio, the PAW Patrol are on a roll, meeting over 1.3 million preschoolers up and down the country every year.
From meet and greets at Nickelodeon Land, to completing mighty missions at Nickelodeon Weekenders at Parkdean Resorts, and seeing the pups on stage at PAW Patrol Live, there are plenty of ways to engage with the preschool hit across the UK.
Productions, to more immersive ticketed performances and attractions, also ensures that PAW Patrol is not restricted to certain demographics and is instead able to reach fans up and down the country at a variety of price points, which is crucial now more than ever.”
Paramount will be working with all of its relevant located-based entertainment partners to ensure they are taking part in the celebrations. These include Nickelodeon Land at Blackpool Pleasure Beach, and Nickelodeon Weekenders at Parkdean Resorts which launched in 2022.
“These experiences not only allow little ones to meet their ultimate heroes, but also strengthen brand affinity and their love for PAW Patrol,” comments Danielle Tanton, director of themed entertainment at Paramount Consumer Products & Experiences UK. “Additionally, a range of experiences from non-ticketed activations with Rainbow
The breadth of content, characters and scenes, supplemented by movie releases and thematic guides, allows for the preschool hit to tell a different story with every activation and partner. These stories are regularly updated to reflect key themes and characters, and align with both the franchise and consumer products focus. This helps to keep activity fresh for repeat fans and ensures that the experiences align with consistent brand messaging across all touchpoints.
30 million lifetime guests each year - 30 attractions and two live tours across 40+ countries which will continue to tour internationally in 2023.
Danielle concludes: “With even more content coming for 2023, our mission, just like the pups, is clear: to create inperson memories for children up and down the country through a variety of touchpoints, and in a meaningful way so that they feel immersed in the world of PAW Patrol.”
international and the show’s values and universal appeal have transcended cultural and geographical boundaries appealing to pre-schoolers around the world, resulting in a hugely successful franchise, with more growth to come.
he brand reaches over 350 million households, is aired in 170+ territories in 25 languages and has 200+ episodes and specials. It is the top rated show on Nick Jr. in key markets, on streaming, YouTube and free to air platforms across the world – including high profile global streaming partners such as Netflix, plus best-in-class free-to-air partners like Milkshake, Super RTL, Televisa, TV Cultura, Treehouse, CCTV, TV Tokyo and 10shake. When it comes to EMEA, PAW Patrol continues to be the highest rated preschool show across Europe including being number one on Nick Jr. and on free to air platforms Milkshake (UK), Super RTL (Germany), TF1 (France) and Clan (Spain) to name a few, as well as being a top 10 show on Paramount+ when it launched in the UK earlier this year.
PAW Patrol is the number one preschool property across the G5, according to NPD*, has
huge consumer products presence at retail including DTR partners including Zara, H&M, C&A and Primark, while it also has presence at key attractions including Nickelodeon Movie Park in Germany and Nickelodeon Land at Parque de Atracciones in Spain with more to come this year In Asia, China is also a key growth market for the pups –PAW Patrol is a top three show on the Youku, Mango, iQiyi and Tencent platforms, notching up over 50 billion views across them in the first five years of airing content. As well as being the number one preschool property (NPD*), it has also picked up a host of awards. These include Outstanding Property in Asia 2019 (Asia Licensing Awards), Most Commercially Valuable Property 2021 (China Licensing Expo Star Awards) and Animation of the Year 2022 on Mango and Tencent in Total Ranking List.
More than 20 million visitors have also attended PAW Patrol mall events, while 2023 will see the launch of Nickelodeon Universe in China, the largest indoor theme park in Asia, featuring a PAW Patrol Adventure Bay playground area.
*NPD, 2022.
With more than 120 licensing partners and 84% awareness**, PAW Patrol remains unstoppable across Latin America. A number one ratings driver for Nick Jr. and streams on Paramount+ among kids’ content, it is also the number one preschool property in Brazil (NPD*) – where it boasts 92% awareness** – and the number two show on Nick Jr. in Mexico and in NPD. The franchise also plays a starring role at the Aqua Nick experience at Nickelodeon Hotel & Resort at Riviera Maya and this will continue across 2023, alongside retail and digital marketing support for the 10th anniversary celebrations.
As well as being a top performer on linear and the number one preschool property* in toys, PAW Patrol is also an award winner in Canada. The property won a Golden Screen Award for Best Feature Film (PAW Patrol: The Movie) and Best Preschool Series at the Canadian Screen Awards 2022. PAW Patrol is a consistent priority for the 40+ licensing partners already signed as well as for Walmart Canada. A regular Entertainment Council ranked property, it receives out of section pallet train space and corporate marketing support which will continue into 2023.
PAW Patrol has 900+ licensees worldwide.
PAW Patrol has a solid fan base in Australia – with over 90% awareness among 2-5s** and it is the number one preschool toy property* in the territory. It also regularly notches up three million monthly YouTube views, while it reaches two million Australians on linear (via Nick Jr. and 10Shake). With 40+ licensees in Australia and New Zealand, PAW Patrol remains a priority for retailers, with 4 major retailers already confirmed to run cross category executions for PAW Patrol: The Mighty Movie later this year, with more to be announced.
*NPD, 2022. **Kidz Global, Q3’22.
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