Source: Melissa & Doug/The Toy Book

A group of colorful TV canines will soon adorn toys from a company that’s not known for licensed fare.

Melissa & Doug inked a deal for an exclusive licensing partnership with ViacomCBS Consumer Products to produce co-branded toy lines based on a pair of Nickelodeon hits: PAW Patrol and Blue’s Clues & You! The new collection is currently in development and being planned for a fall 2021 release in time for the next holiday season.

PAW Patrol | Source: Spin Master

“We’re excited to work with a company as iconic as Nickelodeon, one that shares in our mission to make the world a more playful place through thoughtfully researched and designed products and content,” says David Henderson, chief commercial officer, Melissa & Doug. “The characters of PAW Patrol and Blue’s Clues & You! will help us introduce our hands-on, skill-building toys to an even greater number of children.”

Melissa & Doug says that the new toys “will be designed to educate and empower preschoolers through active engagement with a focus on problem-solving and creative thinking.”

The deal with ViacomCBS is the largest licensing agreement that Melissa & Doug has ever signed.

PAW Patrol — produced by Spin Master Entertainment — continues to reinvent itself with new storylines for each season. A feature film from Paramount Pictures is set for release next August. Meanwhile, the Blue’s Clues reboot, Blue’s Clues and You! was an immediate hit with a new generation of kids and their parents, some of which have an affection for the original series.

About the author

James Zahn

James Zahn

James Zahn, AKA The Rock Father, is Editor-in-Chief of The Toy Book, a Senior Editor at The Toy Insider and The Pop Insider, and Editor of The Toy Report, The Toy Book‘s weekly industry newsletter. As a pop culture and toy industry expert, Zahn has appeared as a panelist and guest at events including Comic-Con International: San Diego (SDCC) Wizard World Chicago, and the ASTRA Marketplace & Academy. Zahn has more than 30 years of experience in the entertainment, retail, and publishing industries, and is frequently called upon to offer expert commentary for publications such as Forbes, Marketwatch, the Wall Street Journal, the New York Times, USA Today, Reuters, the Washington Post, and more. James has appeared on History Channel’s Modern Marvels, was interviewed by Larry King and Anderson Cooper, and has been seen on Yahoo! Finance, CNN, CNBC, FOX Business, NBC, ABC, CBS, WGN, The CW, and more. Zahn joined the Adventure Media & Events family in 2016, initially serving as a member of the Parent Advisory Board after penning articles for the Netflix Stream Team, Fandango Family, PBS KIDS, Sprout Parents (now Universal Kids), PopSugar, and Chicago Parent. He eventually joined the company full time as a Senior Editor and moved up the ranks to Deputy Editor and Editor-in-Chief.