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

Preschool kids show continues to dominate retail shelves across every category and retail.

"PAW Patrol" plush and bedding, Hunter Price International
"PAW Patrol" plush and beddingHunter Price International

Capping off last year’s triumphant 10-year anniversary, “PAW Patrol” has truly become a rite of passage for preschool kids. Produced by Spin Master and distributed worldwide by Paramount and Nickelodeon, “PAW Patrol” has gone where few franchises have gone before. It is the *No. 1 show on Nick, Jr., the No. 1 preschool title on Paramount+, has garnered two blockbuster theatricals, over 30 billion views on YouTube, toys consistently on bestseller lists and an extensive, award-winning consumer products program. It’s clear this franchise about a team of heroic rescue pups is more than just a kids’ favorite, it’s a preschool mainstay and a hit with parents, too.

Every episode of “PAW Patrol” teaches the values of teamwork, bravery, critical thinking skills, determination, problem-solving and good citizenship. But how did this franchise about a cast of puppies embed itself in pop culture so firmly, and what’s next?

When “PAW Patrol” launched in 2013, it was an instant hit. It surpassed expectations, topping the ratings charts with both boys and girls. DIY products were selling out on Etsy and Pinterest. Celebrity parents were talking about their kids’ obsessions with the property. And Spin Master’s toy line was flying off shelves. This is when Paramount launched a massive, multi-category consumer products program.

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“Retailers, licensees and most importantly, consumers were clamoring for products, and 10 years later, it’s still in high-demand,” says Jamie Drew, executive vice president, consumer products, Paramount. “It has been so rewarding to see our multiyear franchise plans entertain and excite preschoolers around the globe.”

“PAW” has dominated retail shelves across every category and retail channel from New York to London, Shanghai to Rio.

“PAW Patrol consumer products let kids play alongside the episodes and express their fandom,” says Drew. “From toothbrushes to backpacks, snack-time yogurt to bedtime PJs, we have ‘PAW Patrol’-branded merchandise for every hour of a preschooler’s day.”

“We created ‘PAW Patrol’ with a vision to empower little kids to believe that they can do big things,” says Jennifer Dodge, president, entertainment, Spin Master. “We never could have imagined that our

initial vision would become the No. 1 preschool property in the world and a beloved global franchise across toys, entertainment, digital games and consumer products in partnership with Nickelodeon and Paramount.”

Beyond consumer products, there are countless ways families can interact with “PAW Patrol,” from live shows to theme park attractions and meet-and-greets with the Pups and more. And parents can lean on the pups to help with life’s adventures and developmental milestones.

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For example, as every parent knows, bedtime with toddlers can be met with mixed emotions. Through a partnership with Calm, a leading meditation and sleep app for all ages, there will now be new bedtime stories told by the pups to help kids (and parents) with their nighttime routine. Exemplifying Paramount’s content-to-commerce strategy, Hunter Price has developed a line of bedding, blankets and other items featuring the PAW Patrol pups sharing mindfulness activities, such as coloring and activity books, to encourage a calm wind-down and restful night’s sleep. The line will debut at retail later this year.

“‘PAW Patrol’ is a supportive and essential ally to parents, who appreciate the ways the show can help them on their parenting journey,” says Drew. “Through incredible content, innovative toys, extensive products and live experiences, ‘PAW Patrol’ continues to go where no preschool franchise has gone before.”

As the brand’s staying power only strengthens and the content universe expands, Paramount has an eye on expanding its “PAW Patrol” business to target new demos, including infants, girls and adults.

PAW Patrol’s mantra is “No job is too big, and no pup is too small.” The show is a reminder to kids that no matter how small they are, they can make a difference. For more than 10 years, “PAW Patrol” has been helping preschoolers realize they can achieve anything they set their minds to. As Drew says, “With PAW Patrol, anything is PAWsible.”

*Source: NMR, L7/Most Current, 2024td (1/1/24-4/28/24), Trackage based ranker, Nick Jr performance only, 4 t/c min.

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