PAW Patrol eyes further consumer products growth

Viacom Nickelodeon Consumer Products renews key deals across toys, publishing and consumer packaged goods.

Viacom Nickelodeon Consumer Products has renewed a number of key deals across toys, publishing and consumer packaged goods for preschool hit, PAW Patrol.

In toys, PAW Patrol has been the number one preschool property in the US and UK since 2016 (according to NPD), and the franchise is a top three preschool property in nine key international markets, of which it ranks number one in Australia, Mexico, Brazil and Canada.

VNCP has renewed global, multi-year deals with Basic Fun (novelty toys), VTECH (early learning aides), Build-A-Bear (plush) and Jakks (outdoor play, kids furniture and novelty toys).

In publishing, deals have been renewed with Lake Press for PAW Patrol storybooks, colour, activity and novelty books in Australia and New Zealand, and additional renewals with other key global partners are in negotiation for autumn 2019.

In CPG, Danone has renewed its relationship with VNCP across Russia, Belarus, Kazakhstan and other Commonwealth of Independent States (CIS) countries through 2020 following a successful line of PAW Patrol dairy products (drinking yogurt, spoon yogurt, flavoured milk drinks and cheese curds) in 2019.

In Australia, healthcare and baby manufacturing company, Unicharm, is on board for PAW Patrol-branded BabyLove Sleepy Nights Pants, which sold at major retailers across Australia this year.

Meanwhile, in the US and Canada, VNCP has partnered with Walmart to launch a special edition line of product across ten categories tied to its latest feature length episode, PAW Patrol: Ready, Race, Rescue.

Internationally, Ready, Race, Rescue will be launched with promotional windows in cinemas in 2019/2020 before its DVD release.

“The PAW Patrol franchise continues to go from strength to strength,” said Mark Kingston, svp international licensing at VNCP. “We are constantly keeping PAW Patrol fresh by expanding the universe with new story themes and characters, and we are extending the franchise across new platforms, retail aisles and live experiences.

“In licensing, our many renewals across multiple categories will allow us to bring more innovative product to PAW fans around the world.”

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