was an immediate hit with the fans.” PAW Patrol is proving a hit in the digital sphere as well. The PAW Patrol section on Nickjr.co.uk is the number one property page across the whole site. Young fans can play games, watch clips and download craft activities. There are also three apps available on both iTunes and Google Play. Away from the screen, Nickelodeon & Viacom consumer products (NVCP) continues to grow the licensing programme in publishing, apparel, home furnishings, stationery, outdoor and FMCG. “Publishing in particular has been going exceptionally well for the brand,” says Marianne. “It’s the 4th most popular UK character in publishing and the magazine is the 8th biggest title in the UK market. The success of the property ABOVE: Apparel sells well for Argos BOTTOM: Tracker makes his debut in season three. BELOW: New pup Tracker has his own game on Nickjr.co.uk.
in print has led to the frequency of the magazine being increased from monthly, to three-weekly A big focus last year was on expanding the consumer products specifically for girls aged 3 to 5 years old and focussing on products featuring the female pups – Skye and Everest. This has been extremely successful for Nickelodeon, especially in apparel. 2017 will see more SKUs aimed at girls in outdoor, home, stationery and CPG categories. NVCP is also eyeing up the younger market, with a new style guide aimed at babies and toddlers, giving the pups a softer look. There’s also been some movement into FMCG with Heinz launching PAW Patrol shaped biscuits in its Heinz Baby range and a range of fromage frais launched by Yoplait. “The fact that we’ve been able to launch into new categories so quickly really is a testament to Spin Master’s commitment and vision for the brand,” says Marianne. “Spin Master has done an incredible job on the toy lines and the TV show is getting better and better. The road map for the future is really exciting. We’re completely aligned with Spin Master, which does make our job a lot easier.” One of the most exciting development for the fans in 2017 will be PAW Patrol Live, a live stage show touring from
PAW PATROL
ABOVE: PAW Patrol Live has been a hit in the States and a UK version will tour from September.
August. A live stage show is already wowing youngsters in the States and Life Like Touring, VStar Entertainment Group and Nickelodeon will bring the live experience to the UK. BELOW: Girls’ apparel has been very successful. RIGHT: PAW Patrol biscuits from Heinz Baby.
In the future, Nickelodeon will be exploring more of these types of experiential events. As Marianne explains: “It’s important that we can reach children on the ground as well, not just through screens. We already have sets of costume characters with Rainbow Productions and they are continually booked out. We read such wonderful stories on social media about children meeting their favourite characters. It’s important to us to be able to make these bonds with the fans.” For the rest of 2017, and into 2018, with on-going new content, the right mix of Consumer Products, the expansion into girls, and new experiential activity, the PAW Patrol are going to fly - Pup Pup and Away!
A SPECIAL NICKELODEON PUBLICATION
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