Dion Vlachos, Executive Vice President, Licensing and Retail, Consumer Products & Experiences, Paramount, discusses the return of the Teenage Mutant Ninja Turtles and how Paramount+ is fueling a boom in new licensed toys and consumer products in this extended edition of The Toy Book’s 2023 State of the Industry Q&A roundtable. Want more insight from the all-stars of the toy industry? Click here to explore this year’s lineup!
The Toy Book: What are some highlights that retailers should look forward to from Paramount and its partners this year?
Dion Vlachos: We have some exciting new toys on the way for every age from preschoolers to kidults. We continue to expand our PAW Patrol and Baby Shark toy lines with innovative new vehicles, plush, games, and novelty toys. We also have toys launching for Teenage Mutant Ninja Turtles timed to the new movie this summer, as well as new products for SpongeBob SquarePants and Star Trek that are going to make collectors really happy. Additionally, we have some really cool collector products inspired by the hit series Yellowstone including figures, vehicles, and games.
TB: The Teenage Mutant Ninja Turtles are coming back in a big way this year with the Seth Rogen-led Teenage Mutant Ninja Turtles: Mutant Mayhem. How are you approaching this latest iteration of the famed TMNT crew?
DV: It is really exciting to usher the Teenage Mutant Ninja Turtles back again with this huge movie. Our toy partner, Playmates Toys, has developed a gorgeous line of action figures, playsets, vehicles, and more. Their innovation and modeling are absolutely fantastic and it has been fun to play into the unique personality attributes of each Turtle and lean into their true teenage strengths. The Playmates team released a new collection of Classic Turtles figures this spring and they are flying off shelves. We also have several other partners to complement the core toy line with games, outdoor, novelty items, and more.
TB: How has the growth of Paramount+ over the past year influenced licensing partnerships and expansion into the toy department?
DV: Paramount+ has led the industry in U.S. sign-ups and gross subscriber additions, according to Antenna’s September 2022 report, so we are focused on keeping up with the momentum and expanding our product lines for the IP that we see customers of all ages binge-watching. This breadth of content is giving us a huge range of IP to develop. We’re seeing a lot of interest in collector toys, in particular.
TB: In what ways have changing consumer habits relating to content consumption (TV, theatrical, streaming) impacted the development and release of toys and games inspired by Paramount projects and properties?
DV: Streaming has led to a faster adoption process of IP and created rapid fan engagement. When audiences love a show and can binge-watch a full series and immerse themselves in the expansive mythology in a short amount of time, it deepens that connection and desire to extend the experience through play and collection.
TB: What are your overall predictions for the state of the toy industry and toy retail this year?
DV: We continue to see an expansion of collectors with a strong appetite for innovation who are looking for products at a range of price points. I believe consumers will look to celebrate their favorite movies and shows through interactive play and fandom collections.
A version of this Q&A was originally published in the 2023 edition of The BIG Toy Book. Click here to read the full issue! Want to receive The Toy Book in print? Click here for subscription options!
