‘Teenage Mutant Ninja Turtles’ Win Consumers’ Hearts for 40 Years

Originally created by Kevin Eastman and Peter Laird in 1984, “Teenage Mutant Ninja Turtles” (TMNT) first appeared as a comic book series and has developed into a globally recognizable franchise, which includes multiple television series, movies, consumer products and more. It is centered around four Turtles, each with a unique skill, that fight for good on the streets of New York City and promote the importance of brotherhood and friendship. As TMNT celebrates 40 years of success and authenticity as an evergreen brand, Paramount Global, owner of the franchise, is investing in the development of new content, engaging fans in fresh ways and forging new partnerships.

Celebrating a Milestone Year

To kick off the celebration, TMNT hosted a social media contest earlier this year for fans to create their own pizza inspired by the characters. The grand prize winner received a stay at Nickelodeon Hotels & Resorts in Riviera Maya, Mexico.

In March, TMNT released an anniversary shoe collaboration with adidas. The sneaker, also known as the “Shelltoe Superstar,” features vibrant green and red stripes symbolizing design elements from the original comics. The sneakers also embody nostalgic details like monogram shoelace charms that represent each Turtle, two comic book-inspired sock liners and a hidden “Ninja Power” text beneath the shoe tongue. To pay further tribute to TMNT’s roots, each pair of shoes includes a collectible reprint of the first “Teenage Mutant Ninja Turtles” comic. Fans can expect a second sneaker drop in the adidas collaboration that will debut this month featuring the iconic characters, Splinter and Shredder.

Related:Now More than Ever, ‘PAW Patrol’ has Become a Vital Ally for Parents

“adidas has a deep-seated heritage in pop culture and fashion,” says Jose Castro, executive vice president of consumer products and experiences, Paramount. “Its shoes have shown up on streets around the world for decades, and the Turtles have been protecting the streets and communities around them for over 40 years, so this was an organic partnership. As a bonus, the sustainable packaging of the shoes was able to pay homage to the beginnings of the comics. It was a real love letter to long-time fans.” 

Along with the adidas partnership, TMNT is excited to release a retro toy line later this year to celebrate the franchise’s legacy and grow its presence in the home goods category. This way, every fan in every generation can be surrounded by their love for TMNT. 

Gaming and New Content

TMNT is not just celebrating the anniversary through apparel and home décor. It is also creating new gaming content that tells original stories about the Turtles. The new video game, “Mutants Unleashed,” from Outright Games is an expansion of the Turtles’ universe, established in last year’s theatrical movie, “Teenage Mutant Ninja Turtles: Mutant Mayhem.” 

“Mutants Unleashed” is not TMNT’s first appearance in the gaming industry, and all gaming products have been built to serve fans in a strategic way. This has been anything from limited-time events in existing games to new console games that focus on a specific iteration of the Turtles, like an upcoming adaptation of “The Last Ronin,” Eastman’s newest TMNT comic series aimed at adult fans.

In addition to the new games, fans can expect to see new content on TMNT’s YouTube channel, a sequel to last year’s blockbuster film, which is expected to be released in 2026, and a new series called “Tales of the Teenage Mutant Ninja Turtles” launching on Paramount+ this summer.

Getting Ready for the Next 40

All in all, being in such a competitive and cluttered industry, it can be difficult to gain attention in numerous categories and achieve the kind of success TMNT has seen. 

“That is why our partners are such a big part of the anniversary celebration,” says Castro. “They make the products fans want, and we can’t wait to see what the next 40 years that TMNT brings.”