The new Skydance-owned Paramount is shouting "Cowabunga, dude!" from the mountain top.
The company is going all in on
Teenage Mutant Ninja Turtles, marshaling forces to bring the comic-turned-toy brand-turned-media IP to not just the big-screen, but digital screen, book stores, and even the dinner table.
It’s a major effort that hits several age demographics at once and shows a determined coordination by Paramount to fully exploit turtle power not seen since it acquired the rights to Ninja Turtles from co-creator Peter Laird in 2009. Laird co-created Teenage Mutant Ninja Turtles with Kevin Eastman as a comic book in 1984 and bought out the latter’s share in 2000.
“Teenage Mutant Ninja Turtles is full of action, humor and heart, and showcases relationships that have resonated with generations of fans worldwide,” said Paramount’s President of Global Products & Experiences, Josh Silverman. “Continuing the Turtles’ adventures through products and experiences enables consumers to embark on their own journey. Whether it’s watching a movie, wearing a costume, playing with action figures or reading a book, Teenage Mutant Ninja Turtles has made an impact not only on people’s lives but on pop culture in ways that few franchises can claim.
He continued, “Our new offerings continue the growth of this incredible property and demonstrate new ways for global audiences of all ages to relate to these stories and characters.”
Launching this year is
Teeny Mutant Ninja Turtles (working title), a 30-episode CG-animated series exploring the early days of Leonardo, Raphael, Donatello and Michelangelo as ninjas-in-training. The series, with episodes four minutes long and akin to Nickelodeon's
Star Trek: Scouts and Disney+'s
Spidey and his Amazing Friends in the way it targets the young child demo, will be seen on YouTube and is being produced by Paramount’s Nickelodeon Digital Studio.
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| Teenage Mutant Ninja Turtles | Courtesy of Paramount |
Hitting two different demos on the bookstore front will be Teenage Mutant Ninja Turtles: Splinter’s Dojo, coming from Scholastic, and The Last Ronin, coming from Abrams.
Splinter’s Dojo is a middle grade book in similar tones of the popular book franchises such as Diary of a Wimpy Kid, featuring a story told through a mix of comics panels, artifacts, and text from Dan Abdo and Jason Patterson, the author/illustrator team of Barb the Last Berzerker. The tome, in which the quartet find themselves in middle school, will be published Tuesday, September 1. Per the description for the new book, “Splinter’s Dojo takes the turtles to class at the most radical middle school around.”
Last Ronin is a prose adaptation of the celebrated IDW graphic novel written by Kevin Eastman and Tom Waltz, and drawn by Esau and Isaac Escorza, Ben Bishop, and Eastman. At one point, Paramount was developing a live-action, R-rated feature adaptation of the story before Skydance executives shelved the plans. Tuesday, June 2 is the publication date. Erik Burnham, who has penned
Ninja Turtles as well as
Ghostbusters comics, is writing the novel.
Specifically targeted at older TMNT fans, The Last Ronin is centered on a lone surviving Turtle who returns to New York City with one mission: to avenge his family by killing the leader of the Foot Clan, Oroku Hiroto.
Paramount also announced on Tuesday (Feb. 10) a global, multi-year licensing agreement with Mattel to develop and market a wide range of products. New action figures, playsets and accessories, vehicles, games, collectibles, role play and more are set to roll out beginning in 2027.
“Teenage Mutant Ninja Turtles is one of the most successful entertainment franchises in history, and partnering with Paramount on this iconic property marks a significant moment for Mattel and the brand,” said Mattel’s Executive Vice President (EVP) and Chief Global Brand Officer Roberto Stanichi. “The enduring power of the Turtles lies in their ability to evolve with each generation, and we are excited to bring these characters to life in new ways.”
One more way Paramount will be bringing the heroes in a half shelf to life is through the digestive track. The company said it will be open up Ninja Turtle-themed pizzerias in three locations, including Santa Monica, CA, Monterrey, Mexico, and Sao Paulo, Brazil later this year. Details about the TMNT pizzerias will be announced at a later date.
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| Teenage Mutant Ninja Turtles Books | Courtesy of Paramount (2) |
Since its creation in 1984 by Kevin Eastman and Peter Laird, Teenage Mutant Ninja Turtles has grown into a global phenomenon, spanning comic books, hit television series, blockbuster films, live experiences, digital games, publishing and a powerhouse consumer products line.
The franchise continues to dominate screens and shelves worldwide, generating billions in retail sales and inspiring generations of fans.
These partnerships mark the latest licensing deals Paramount has struck for the heroes in a half shell characters originated by comic book creators Kevin Eastman and Peter Laird.
On the gaming front,
TMNT: Shredder’s Revenge and Konami’s
Cowabunga Collection have sold 4 million copies, while
TMNT: Splintered Fate by Super Evil Mega Corp launched at No. 1 on Apple Arcade and was the first IP partner for Epic’s IP partner program in 2024. Recently, the franchise has seen tie-ins with Wizards of the Coast’s
Magic: The Gathering card game and development on VR game
Empire City.
In addition to Mattel, Paramount has partnered with Lush, OVO, Puma, LEGO and McDonald’s on other TMNT-themed product collaborations. The franchise also has broad global reach across Nickelodeon Hotels & Resorts and Family Entertainment Centers.
On top of Paramount’s own plans for the franchise, Fathom Entertainment, Saga Arts and Warner Bros. Pictures will re-release
Teenage Mutant Ninja Turtles II: The Secret of the Ooze in theaters nationwide for a one-week, 35th anniversary engagement running Friday, March 13–Thursday, March 19.
