After celebrating its monumental 10th anniversary in 2023, PAW Patrol continues its reign as the No. 1 preschool property, according to Circana, capturing hearts worldwide. Content is reaching new heights with captivating themes such as Jungle Pups and Rescue Wheels, promising fresh and thrilling adventures for its young audience. Paw Patrol: The Mighty Movie is also coming to Paramount+ UK and Sky just in time for the Easter holidays, giving fans even more opportunities to celebrate.
In 2024, Paramount's campaign theme is 'Heroes in Training', focusing on bringing new fans to the franchise, while the back half of the year unveils a special girls-focused marketing plan that will ensure all Paw Patrol enthusiasts feel the magic of the show.
Last year's partnerships were just the beginning and Paramount is expanding its collaborations in 2024. Joining forces with Twinkl, Calm and Dogs Trust, Paw Patrol is set to deliver even more engaging content and meaningful connections for fans of all ages during a year filled with bravery, friendship and endless tail-wagging fun.
Meanwhile, Rubble & Crew, the highly anticipated spin-off series from preschool franchise Paw Patrol - produced by Spin Master Entertainment - follows the adventures of fan-favourite English bulldog Rubble and his construction crew family. This new series expands Rubble's world with storytelling that digs into amazing construction projects and the importance of family, combined with fun adventures and messy demolition that preschoolers will love. The show was an overnight success when it launched on Nick Jr. and Paramount+ and comes to Milkshake! in Q1, with toys launching later this year.
Speaking to Toy World Magazine, Jamie Drew, executive vice president, Consumer Products & Experiences, Paramount Global, said: "We have a lot in the works for Paw Patrol in 2024, which, after 10 years, continues to be the No. 1 global pre-school toy property. Firstly, in partnership with Spin Master, we're kicking off a year-long franchise campaign called Heroes in Training. The messaging will focus on core attributes of the show and reinforce Paw Patrol as a brand that parents can trust to teach children how to become everyday heroes. The campaign will include a retail extension across several classes of trade. We will also launch the newest theme, Jungle Pups, which we'll support across Toy, Apparel and Accessories."
"We have a girls-focused campaign arriving in the latter part of the year. With half of the Paw Patrol audience being girls, and coming off the Skye movie focus, we see an opportunity to super-serve our Paw Patrol girl fans across key categories such as Apparel, Accessories, Novelty Toy and Arts & Crafts. We've worked with the leading mindfulness app, Calm, to create Calm x Paw Patrol. The pups will reinforce the message that looking after kids' mental health is important while supporting parents with the bedtime wind down routine. Launched successfully last year, more content is coming this year as well as some cute retail activations developed in partnership with Hunter Price, which has come on board to provide a truly cross category offering. We're also expanding the Paw Patrol universe with a new line of consumer products connected to Rubble & Crew, the first spin off series produced by Spin Master Entertainment which launched last year to amazing ratings. Rubble & Crew will be heading to Milkshake! early this year followed by CP in the latter half of 2024."
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More Nick: 'Rubble & Crew' Bounds Onto Nick Jr. UK!
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