Wednesday, November 24, 2021

Nickelodeon to Launch Three New 'PAW Patrol' Themes in 2022; Celebrate Property's 10th Anniversary in 2023

ViacomCBS Consumer Products UK has announced plans to launch three brand new PAW Patrol content themes in 2022, and revealed plans to celebrate the beloved property's 10th anniversary in 2023!

In a recent news release, Venetia Davie, Vice President (VP), ViacomCBS Consumer Products, UK, Ireland, ANZ and Israel said: “Paw Patrol has established itself as a true evergreen and continues to deliver. In 2021, we saw an uptick in consumer awareness and engagement with the release of Paw Patrol the movie, which drove consumer products sales. In 2022, we are working closely with Spin Master Entertainment to maintain that momentum with three new content themes before moving into the pups’ 10-year anniversary and sequel movie in 2023."

One upcoming theme is "Rescue Knights", which will take viewers to an unexpected, extraordinary and chivalrous medieval universe. But encounters with dukes, princesses, knights and even dragons are no picnic for our PAW Patrol heroes, with danger lurking close by! Claw, the Doberman puppy, will give our PAW Patrol heroes a hard time! Fortunately, they soon discover that Claw's mount, the dragon Sparks, is very sensitive to marshmallows... Even in the Middle Ages, the Patrol is on top form!

PAW Patrol is one of the most popular preschool shows on television in the U.S. The CGI-animated series, produced by Spin Master Entertainment, follows a pack of heroic rescue pups—Chase, Marshall, Rubble, Skye, Rocky, Zuma, Everest and Tracker—who are led by a tech-savvy boy named Ryder. Together, they work hard to show the people of Adventure Bay that "no job is too big, no pup is too small!" The series features a curriculum that focuses on citizenship, social skills and problem solving.

Update (11/24) - Spin Master’s CEO Ronnen Harary recently talked to The Globe and Mail about PAW Patrol:

[...] PAW Patrol has me excited. The movie did very well. It was our first time doing a feature film, and the amount of awareness that got attributed to the film was very high. We’ve never partnered with a major motion picture company like Paramount, which goes out and advertises the firm globally. That has really helped the franchise.

Beyond sales, what’s the movie’s value to you?

The most important thing is the ability to tell a story in long format. You’re not doing an 11-minute episode; you’re doing 80 minutes on the big screen. How do you tell that long, arching story but stay true to the tone of PAW Patrol and the characters, and then give the kids something a bit deeper, where they can connect to those characters? Also, the fact that we produced it ourselves. We green-lit that movie without a studio partner on board. We took the risk financially. Our team produced it in Canada. We created the story. We found the writers, the directors, the animation studio—Mikros, in Montreal. PAW Patrol: The Movie was 95% Canadian. It’s an incredible thing. And now it gives us the ability to create future PAW Patrol films and the confidence to create other films based on other characters.

Recently, about PAW Patrol, you said: “The conventional norm is that you shouldn’t do a film for younger children like this, and we wanted to break the conventional norm.” What was norm-breaking about PAW Patrol: The Movie

Typically a preschool property doesn’t make it to the big screen. The studios are always looking for a four-quadrant film. Two quadrants are not gonna bring in enough audience to pay for the costs of the film and advertising.

Quadrants, meaning?

Like, kids, parents, teenagers... This is a two-quadrant film—just parents and young kids. Anybody from 10 to 20 is not going to see this film. Four quadrants is a much broader spectrum of age groups. But the cost of animation has come down to a point where we were able to make the economics work.

Worldwide box office for PAW Patrol: The Movie as of October had reached US$130 million, with international sales more than double those in the North American market, where Paramount Plus is streaming the movie.


For more PAW Patrol, stream full seasons as well as PAW Patrol: The Movie and PAW Patrol Live! At Home featuring "Race to the Rescue" on Paramount+. Parents and caregivers - try it FREE today at!

Originally published: November 22, 2021.

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