More PAW Patrol toys are on the way!
PAW Patrol, produced by Spin Master Entertainment and airing on Nickelodeon, is expanding its consumer product presence with key license partner renewals in toys, publishing, and consumer packaged goods.
Spin Master will continue creating PAW Patrol toy lines with interactive vehicles and large-scale play sets with lights and sounds. Viacom Nickelodeon Consumer Products’ (VNCP) also recently renewed global, multiyear agreements for the franchise with top toy partners Basic Fun! (novelty toys), VTech (early learning aides), Build-A-Bear (plush), and Jakks Pacific (outdoor play, kids furniture, and novelty toys).
In publishing, VNCP renewed its agreement with Lake Press for PAW Patrol storybooks, color, activity, and novelty books in Australia and New Zealand, and additional renewals with other key global partners are in negotiation for this fall.
In the consumer packaged goods category, Danone has renewed its relationship with VNCP across Russia, Belarus, Kazakhstan, and other Commonwealth of Independent States (CIS) countries through next year following a successful line of PAW Patrol dairy products (drinking yogurt, spoon yogurt, flavored milk drinks, and cheese curds) this year. In Australia, VNCP signed a deal with healthcare and baby manufacturing company Unicharm for PAW Patrol-branded BabyLove Sleepy Nights Pants, which sold at major retailers across Australia this year.
In the U.S. and Canada, VNCP partnered with Walmart to launch a special edition line of product across 10 categories tied to its latest feature-length episode PAW Patrol: Ready, Race, Rescue. Walmart is the exclusive home for Ready, Race, Rescue products in the U.S. and Canada, which includes DVD, toys, apparel, accessories, footwear, home, health and beauty, and more. Internationally, Ready, Race, Rescue will be launched with promotional windows in cinemas before its DVD release. Ready, Race, Rescue follows successful promotional cinema activations for PAW Patrol: Mighty Pups in Canada, Europe, Latin America, and Australia, where it was the highest-grossing alternative content title ever.
Nickelodeon recently renewed PAW Patrol for a seventh season of 26 half-hour episodes.