State of the Industry Q&A 2025: Paramount’s Lourdes Arocho

In 2025, and certainly as we head into 2026, there is an increasingly crowded market of entertainment IPs and a finite amount of available space at retail. 

To address these challenges, Paramount Consumer Products is focused on ensuring that we are building that relationship with our consumers and with our licensed partners, putting a strong emphasis on creating innovative products that align with consumer demand, while also staying true to the core values of our franchises. Additionally, we maintain strong relationships with our retail partners to create impactful retail experiences, both in-store and online. While the market may be crowded, we believe that by focusing on innovation, fan engagement, and strategic partnerships, we can carve out meaningful space for our franchises in this competitive landscape.

One of the most exciting trends is the rise of the kidult market. More and more adults are investing in toys and collectibles, driven by nostalgia or a passion for certain franchises. This trend is expanding the audience for licensed products beyond children, and we see great potential in creating offerings that appeal to this demographic, whether through high-end collectibles, adult-focused role play, or special edition items. The ability to connect with consumers across generations perfectly aligns with our core strategies, reaching a multigenerational audience with our franchises like TMNT, SpongeBob, and Avatar. 

As consumers continue to prioritize mental health and self-care, there is an increasing demand for products that promote relaxation, mindfulness, and well-being. This trend is especially relevant for family-friendly franchises, where products like calming toys, plush items, or even partnerships with wellness apps are gaining traction. At Paramount, we partnered PAW Patrol with Calm and looking to expand on opportunities to create innovative products and authentically reach our consumers.

Not only are we gearing up for the new Paramount Pictures film to debut in early 2026, but this year is a celebration of how the original series has shown its staying power, ability to find new fans every year, and sustain business at retail. This summer, we’ll be launching a new toy line for the core series with Jazwares, which they will be previewing at Toy Fair, and later this year, we’ll expand the line in support of our upcoming theatrical release. Plus, [Wizards of the Coast’s] Magic: The Gathering just revealed its plans to release an Avatar deck in the fall to a crowd at MagicCon in Chicago, and Funko is releasing some new Pop! Deluxe Figures. All of that is on top of new costumes, apparel, tons of new books for all ages, and specialty retail items.

It’s an honor to mark the occasion with the all-new CG-animated Dora series on Paramount+ and Nickelodeon. Our global toy partner, Spin Master, is launching a fantastic new line of toys for the series, which will be on display at their booth at the New York Toy Fair this year — we can’t wait for everyone to get their first look! This summer, we’ll also be rolling out apparel, bedding, and publishing across major retailers, and later this year, we have some amazing developments coming in video games and hospitality. 

Spin Master is introducing a fresh new look for Dora … The new toys tap into all the core elements of the Dora franchise, including music, exploration, and language learning. These products will allow our newest fans to embark on exciting adventures with Dora in their own homes, extending the show’s experience beyond the screen. Spin Master is leading the way with our core toy line bringing these elements to life through creative play, engaging a new generation of Dora fans, and staying true to the values that made the franchise so beloved in the first place.

For Jazwares, the Avatar: The Last Airbender product line is expanding far beyond action figures. The launch plan includes an exciting mix of plush toys, role play sets, and costumes, all designed to capture the immersive world of Avatar in new and fun ways. The Avatar fan base continues to grow, fueled by the highly anticipated live-action series available to binge on Netflix, the upcoming animated theatrical film, and the newly greenlit animated series for Nickelodeon. Jazwares is perfectly positioned to create all-new toys for both long-time Avatar enthusiasts and newcomers discovering the franchise through these new offerings. These products will not only expand Avatar’s presence in the toy market, but also provide fans with multiple ways to interact with the world of the Four Nations, enhancing their experience across various touchpoints.

Both Spin Master and Jazwares are instrumental in helping us reimagine our licensed toy offerings by creating fresh, dynamic products that resonate with today’s consumers while staying true to the heart of these beloved franchises. Through these partnerships, we’re ensuring that Paramount’s iconic brands continue to grow and captivate audiences across multiple generations.

Paramount is actively focusing on expanding its footprint in building our presence in key toy categories such as construction, collectible plush, and the strategic trading card space. These areas align with our strategic goals for toy expansion, current market trends, and consumer demand. This creates an exciting opportunity for us to leverage Paramount’s diverse portfolio, reaching fans of all ages.

The toy industry is so dynamic, it can be difficult to predict — but I do think the increasing importance of e-commerce will be key, as more consumers turn to online shopping for convenience and immersive online shopping experiences. And, there will be a continued emphasis on omnichannel strategies, where brands provide a seamless shopping experience between online and brick-and-mortar stores.

For Paramount, we anticipate an exciting year ahead, with a strategic focus on expanding into key categories of business. With our deep library of intellectual properties, we are poised to create compelling and innovative products that will resonate with fans of all ages. 

Paramount’s goal at Toy Fair is to strengthen relationships with our existing partners while actively seeking new potential licensees who share our vision and can help bring our iconic properties to life in fresh and innovative ways. Our focus is on building lasting connections that will help us further expand our global footprint and drive continued success. In addition to deepening these partnerships, we’re excited to tap into the energy and enthusiasm that always surrounds Toy Fair. 

What sets this year apart is our continued evolution in how we approach these industry events. While Toy Fair has always been a key platform for us to showcase our properties, we’re also very focused on having meaningful discussions with our partners, exploring new opportunities to anticipate and respond to the evolving preferences of today’s consumers.

Toy Fair 2025 will be about more than just showcasing products — it will be about fostering collaboration, identifying emerging opportunities, and continuing to evolve our presence at the show to keep pace with a rapidly changing industry. 

Just reach out — whether that’s in person or over email. We’re always open to building new relationships and discussing how our IP can add value to your business.

One key event where you can meet us in person is the Licensing Expo in Las Vegas, where we exhibit every year. It’s an excellent opportunity to set up time with our team, learn more about our portfolio, and discuss how we can work together to bring Paramount’s iconic properties to life in the toy and retail space.

When considering Paramount, it’s important to remember that our franchises resonate globally. Properties like SpongeBob SquarePants, Teenage Mutant Ninja Turtles, Avatar: The Last Airbender, Star Trek, and PAW Patrol have been around for decades and continue to attract fans across multiple generations. These timeless brands have a broad, multigenerational appeal, and their ability to gain new fans daily means there are always fresh opportunities for collaboration.

Whether you’re looking to create classic or trend-driven products, Paramount’s rich portfolio offers endless possibilities to engage with consumers worldwide. So, come talk to us — we’re excited to explore how we can bring our beloved IPs to life in new, innovative ways!