Tuesday, March 07, 2023

Paramount UK Fetes PAW Patrol's 10th Anniversary, 'The Mighty Movie'

This year 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.

2023 is set to be a huge year for the hit pre-school property PAW Patrol (produced by Spin Master Entertainment), which includes a second feature film debit, a spin-off series, all as the brand celebrates its 10th anniversary. "It's a phenomenal feat for a pre-school brand that had such a peak when it hit the market. We had never seen anything quite like it,” Venetia Davie, VP, Paramount Consumer Products, UK & Ireland, ANZ & Israel told Toy News Magazine. "What has developed is a new evergreen brand."

She adds: "It's a phenomenal moment for us to celebrate with our partner Spin Master, the creators of PAW Patrol. We've truly worked hand in hand to build this incredible brand and bring it to pre-schoolers around the world. I think the reason why we are still here 10 years later is because the brand is so fresh. Together, we create two to three new themes every year with innovative toy creations. On top of that, we have amazing ways of communicating and connecting with kids and families through our marketing activity, whether that's toy-based or brand-based through our channels."

Aside from the anniversary, there are two key content developments happening this year - the second theatrical PAW Patrol: The Mighty Movie, and the new spin-off show, Rubble & Crew. The first movie had a huge impact on consumer product sales in the year of the movie release. "What we have with PAW Patrol is a brand that we are not trying to sell movie merchandise with. Rather, the movie is elevating the brand as a whole. Yes, there were SKUs which specifically tied into the movie, but we found it elevated PAW Patrol in every aisle across every retailer. It created more consumer demand and put PAW Patrol front of mind," says Venetia. The first movie took more than $150m at the box office, with over £10m of that coming in the UK.

The new film, PAW Patrol: The Mighty Movie, is set for UK release on 13th October 2023. In the film, a magical meteor crash lands in Adventure City and gives the PAW Patrol pups superpowers, transforming them into The Mighty Pups. For Skye, the smallest member of the team, her new powers are a dream come true. Veteran animation director Cal Brunker will return to direct the movie. "We saw a lovely uplift in our girls' business last year with the Skye and Liberty characters, so this year is exciting for us, especially in our softlines business where we see a lot of girls picking up accessories and apparel," outlines Venetia. "We will, of course, have a wide range of toys featuring Skye as well. The retail response from the movie release has been phenomenal and I think we are seeing some broadening of that retail appeal as well."

Paramount, Nickelodeon and Spin Master are also gearing up for the release of spin-off show Rubble & Crew, a new extension of the core PAW Patrol show, which will see content aired in the US in February and in the UK later in 2023.

Again, content is key and Paramount will continue to put content onto its PAW Patrol YouTube channel, social and Nick Jr. channels. It also creates a lot of original content for partners such as Sky. This year, to mark PAW Patrol's 10th anniversary, the theme is going to be around 'One Big Celebration' at retail.

The No.1 pre-school brand globally, Paw Patrol will be celebrating its 10th anniversary in 2023 and there's lots to look forward to. The all-new Aqua Pups theme will be released in April on Nick Jr. with an accompanying toy line by Spin Master. September will see the release of Rubble & Crew, Paw Patrol's first ever character spin-off showcasing the beloved construction bulldog. Following the huge global success of Paw Patrol: The Movie in 2021, in October 2023 the movie sequel Paw Patrol: The Mighty Movie, from Spin Master Entertainment, Paramount Pictures and Nickelodeon Movies, will be released in theatres accompanied by an all-new movie range and golden tier marketing support. With over 350m households engaged worldwide, Paw Patrol looks set to leave its prints on yet another great year.


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, recently explained to The Licensing Source Book Europe 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.

"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 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."

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.

Danielle concludes: "With even more content coming for 2023, our mission, just like the pups, is clear: to create in- person 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."

PAW Patrol 10th Anniversary Experiences

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.

PAWsome Facts: 30 million lifetime guests each year - 30 attractions and two live tours across 40+ countries which will continue to tour internationally in 2023.

Paramount+ UK & Ireland is HERE! Stream a Mountain of Entertainment, including your Nickelodeon favourites! Try it FREE at ParamountPlus.com!

Originally published: January 09, 2023.

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