Please note that the dates mentioned in the highlights below, via the January 2021 issue of Toy World Magazine, are mainly for PAW Patrol fans in the U.K., and international dates and marketing plans may differ. Nickelodeon and Spin Master will launch PAW Patrol Moto Pups theme in the U.S. in January 2021.
In the January 2021 issue of Toy World Magazine, Spin Master revealed:
"Following the success of Paw Patrol's Dino Rescue range, the pre-school brand will be launching its Moto Pups line in 2021 with new themed outfits and deluxe vehicles. The unique motorcycles feature authentic graphics and details, large wheels and a pull-back function for performing wheelies and stunts. The highlight from the range is the Moto Pups HQ Playset which features sounds, a motorcycle launch ramp and looks just like the Paw Patrol's headquarters from the show. Nick Jr's Paw Patrol Moto Pups will be hitting screens from March, as will TV advertising, digital support and an influencer-led PR campaign to promote the new range. On top of this, and following its huge popularity in 2020, Paw Patrol Dino Rescue will be getting another push this year with TV advertising from January and digital support throughout spring.
Also new to Paw Patrol in 2021 is the Rocky Reuse It Truck, launching in January. Equipped with rolling wheels and moving arms, the unique recycling-themed truck makes it easy to play out imaginative missions with Rocky and the rest of the Paw Patrol team. The Rocky Reuse It Truck will be supported with TV advertising, digital and PR throughout spring."
Meanwhile, ViacomCBS Consumer Products (VCP) revealed:
"Paw Patrol is an established evergreen brand, with a steadfast fanbase of pre-schoolers aged 2-5. The dominant strength of the brand has been maintained through evolving content and a diversified retail offering spanning all categories. The brand drives millions of UK views across varied touchpoints, from linear to VOD and digital channels. Paw's latest thematic, Dino Rescue, was the most successful to date. The launch episode was No.1 in its timeslot with the average audience for the thematic episodes outperforming the closest competitor by +419%. The successful narrative continues across retail aisles, with continued sales growth for Paw Patrol at +47% in the UK between September 2020 vs. September 2019.
The robust licensing programme for Paw Patrol continues to strengthen and evolve. From a hardlines perspective, there will be a build out with new partners 8th Wonder and Trends UK, while exciting product will come through in autumn/winter 2021 from Melissa & Doug, Asmodee and a Mega line with Mattel. Opportunities can be recognised on the softlines side with a build out on a full summer shop solution in conjunction with full solutions across home and key seasonal moments. Across CPG, significant headway was made in the healthy snacking space with Paw's Seabrook's crisps and Maxwell's raisins, and untapped trends within the CPG space such as subscription box services will be explored in 2021.
When looking at future development plans for Paw Patrol, a key focus will be on gifting across all categories, with the Paw Patrol movie providing room to land even more incremental space. Lastly, there's an opportunity to work with partners offering more premium price points, allowing for expanded ranging and the opening up of new distribution channels and untapped product areas."
Originally published: Thursday, January 07, 2021.
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