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Paw patrol toothbrush song9/25/2023 The partnership between Nickelodeon and Spin Master led retailers to feel confident putting merchandise on their shelves, says Amanda Cioletti, editor of License Global magazine. Toys and merchandise hit shelves in June 2014. Demand from retailers, manufacturers, and consumers was so strong that the Nickelodeon team sped up its planned consumer products launch by several months. “The response to the series was unprecedented-kids couldn’t get enough PAW Patrol,” says Jamie Drew, senior vice president, strategic partnerships and business development for ViacomCBS consumer products. But, within a few months of PAW Patrol's premiere, parents posted on Nickelodeon social platforms looking for toys and gear.Ĭonsumer brands were eager to license the pups’ likenesses for their kid-friendly products. Traditionally, preschool toys and merchandise hit shelves a year to 18 months after content first airs. In August 2013, PAW Patrol started airing on Nickelodeon in North America, followed by other markets in that fall. The inclusion of a doghouse that transformed into a vehicle put Chapman’s idea over the top for Spin Master. It featured a German shepherd as the police dog and a dalmation as a fire dog. The artist behind Bob the Builder, Keith Chapman, returned a one-pager about puppies performing rescue missions that stood out, a concept that would be relatable for young audiences learning about their communities. Spin Master asked a handful of creators for preschool show concepts that were rooted in action, adventure, and transformation. “Many of the mainstays for preschool audiences were at the end of their life cycles and the new launches at the time didn’t hit the zeitgeist in a major way,” says Dodge. The company saw an opportunity in the preschool age range of two to five, which hadn’t seen a hit in years. “Our leadership wanted to launch an entertainment business to take control of our own destiny by creating IP from the ground up,” says Jennifer Dodge, Spin Master’s executive vice president of entertainment. Though it owned intellectual property (IP), or the rights to original fictional works, it was relying on other companies to produce content. At the time, Spin Master was known for its boys' action toys, particularly figurines for the anime series Bakugan®. PAW Patrol was conceived as both a TV show and toy line by the Canadian global children’s entertainment company Spin Master in 2010.
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