Paw Patrol consumer products enjoy global expansion

Published on: 2nd October 2019

Viacom Nickelodeon Consumer Products has renewed key deals across toys, publishing and more for the pre-school franchise.

Paw Patrol, produced by Spin Master Entertainment and airing on Nickelodeon, continues to reign as a favourite pre-school property. Paw Patrol will be featured at Viacom Nickelodeon Consumer Products’ (VNCP) booth at Brand Licensing Europe until Thursday, on Stand B160.

“The Paw Patrol franchise continues to go from strength to strength,” said Mark Kingston, senior vice president, International Licensing, 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.”

In toys, Paw Patrol has been the No. 1 pre-school property in the US and UK since 2016 [NPD], and the franchise is a top-three pre-school property in nine key international markets, ranking No. 1 one in Australia, Mexico, Brazil and Canada [NPD]. Spin Master continuously innovates the toy line with award-winning interactive vehicles, large-scale play sets with lights and sounds and characters that inspire play. VNCP also recently renewed global, multi-year agreements for the franchise with top toy partners Basic Fun (novelty toys), VTech (early learning aides), Build-A-Bear (plush) and Jakks (outdoor play, kids furniture and novelty toys).

In publishing, VNCP renewed its agreement 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 the US and Canada, VNCP has 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 product in the US and Canada, which includes DVD, toys, apparel, accessories, footwear, home, health & beauty and more.

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


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