Monday, January 09, 2023

Paramount Fetes TMNT's 40th Anniversary, 'Mutant Mayhem' and Franchise Relaunch

2023 is set to be a huge year for Paramount as it celebrates some significant milestones, including the return to the big screen of the Teenage Mutant Ninja Turtles and a second movie release for one of the hottest pre-school properties around, PAW Patrol.

One of the most exciting developments for Paramount in 2023 will be the new Teenage Mutant Ninja Turtles movie, Mutant Mayhem. The ‘heroes in a half shell' celebrate their 40th anniversary in 2024 and Leonardo, Raphael, Donatello and Michelangelo continue to garner a new audience to add to those generations of loyal fans who have been supporting them for decades. “This is the ultimate relaunch for the ultimate boys' brand," Venetia Davie, VP, Paramount Consumer Products, UK & Ireland, ANZ & Israel told Toy News Magazine. “What we are super excited about is the fact that it's not just all about toys and kids-it is such a multi-generational franchise, and we are so excited about celebrating 40 years of the brand in 2024. It's an incredible achievement."

Paramount has carried out global consumer research on the brand and found that more than half of adult Teenage Mutant Ninja Turtles fans have children between the ages of 6 and 11. "So we have a demographic that loves Turtles - they grew up with it and remember it- and they also have in their family that direct demographic that we are looking to target," states Venetia.

There has already been a consumer product collaboration with skate brand Supreme and, in the toy space, there have been collaborations with Stranger Things, a co-branded toy line for adults with Cobra-Kai, and with Street Fighter. “We have been seeding this market for the last two years and in toys, our collector business grew about 150% over the last year, so we already know that people are starting to buy product," enthuses Venetia.

Other important areas are video games – Paramount launched Teenage Mutant Ninja Turtles: Shredder's Revenge, a relaunch of a classic game, achieving l million downloads in first six weeks - and publishing, which, Venetia says, demonstrates how strong the core fanbase is. "Now we are really turning our attention from that shift of the adult audience back down to the kid audience," she adds.

The CG-animated movie, directed by Seth Rogen, will hit UK cinemas on 11th August 2023. “You could not ask for a more relevant director to appeal to both adults and kids. The movie has humour and a vibrant New York aesthetic," Venetia tells us. “It plays back to all the things that cool about the Turtles and has a brilliant animation style." When details of the name, director and release date were revealed, it was announced with a New York graffiti style poster, which attracted over 50m impressions on social media.

Venetia adds that while Paramount already had a brilliant long-term master toy partner in Playmates, it also has an exciting new distribution partnership with Character Options to look forward to in 2023: "The Character Options showroom in Manchester looks so impressive, and the team has done a phenomenal job. They are the perfect partner to bring the toy programme to market in the UK." Reactions at previews in Los Angeles and the UK have been extremely positive, and the full range will be on show at Character Options' stand at the London Toy Fair.

The roll-out programme will extend beyond the movie with content on every platform and some big video game releases. "As you would expect, we are looking at using the power of our network, whether that is Nickelodeon, Paramount+ or Channel 5," explains Venetia.

With 2024 being the 40th anniversary, there will also be some big fashion collaborations in the works, along with a whole year of celebrations.

The iconic, globally beloved Teenage Mutant Ninja Turtles are back in 2023 with a brand new CG-animated film distributed by Paramount Pictures. The movie is produced by Nickelodeon Animation Studio and the world-renowned comedian and actor, Seth Rogan (Point Grey Pictures). Teenage Mutant Ninja Turtles: Mutant Mayhem will be released theatrically on 11th August 2023 in the UK, featuring an all-new iteration of the Turtles as well as new character designs and talent. The first half of 2023 will focus on the heritage of the franchise. With a substantial multi-generational fandom, Paramount will look to engage evergreen fans with retro thematics and collectible products. The second half of 2023 will raise awareness amongst the next generation of fans with an all-new movie range from Playmates, distributed via Character Options.

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