The Toy Book - PAW Patrol Special Edition - Spring 2023

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by JAMES ZAHN, Editor-in-Chief

A

decade ago, the world of kids’ entertainment changed forever when a colorful crew of playful pups burst onto the scene. After three years in development, PAW Patrol — created by Spin Master Entertainment — premiered on Nickelodeon on Aug. 12, 2013, and quickly became a multimedia franchise and consumer products juggernaut with its power soon to be felt across toys, games, licensing, and entertainment.

A MISSION-DRIVEN FRANCHISE In 2010, Spin Master’s budding entertainment team led by Jennifer Dodge, today the President of the company’s entertainment creative center, set out on a mission to create a preschool series rooted in action and adventure.

“We wanted to create something that was relatable for young children while also being exciting and aspirational,” Dodge says. “With those parameters in mind, our team approached a short list of renowned creators and best in class studios in the preschool space asking them to pitch us their ideas. Keith Chapman was one of those creators who then presented us with an idea for Robbie’s Rescue Dogs.

The Spin Master team, together with Chapman, workshopped this initial concept, eventually creating PAW Patrol.”

Led by 10-year-old Ryder, the pups of

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PAW Patrol are rescue dogs in training, each assigned to a job inspired by real-life helpers. At launch, the core team included Chase (police dog), Marshall (fire rescue), Skye (air rescue), Rocky (recycling and trash removal), Rubble (construction), and Zuma (water rescue). Showcasing teamwork, bravery, and heroism, PAW Patrol instantly connected with kids through action-packed stories set in Adventure Bay, where the Ryder and the pups were always ready to save the day.

A LEGACY OF ADVENTURE AND CONSTANT REINVENTION “PAW Patrol is built around timeless values that continue to empower new kids every year,” says Veronica Hart, Executive Vice President, Global Franchise Planning & CP Marketing, Paramount Consumer Products & Experiences. “The heart of the franchise remains the aspirational and relatable pups, who continue to be triedand-true friends that show you can make a difference at every age, helping kids feel like they can achieve anything they put their mind to.”

In order to welcome new kids and families into “The PAW Patrol Years,” constant reinvention is baked into the DNA of the franchise. Each year, the storyline gets an update with new themes reflected in new episodes and animated specials that are simultaneously released alongside new toys.

“We’ve used that same formula for PAW Patrol no matter if we’re creating a new theme or introducing a new pup or making a movie,” Dodge comments.

“What is the story? What are the character moments in that story? And then, within that tableau, what are all the ways that we can play?”

For its 10th anniversary, the PAW

Patrol “bark” will be heard loud and clear.

“We are thrilled to celebrate 10 years of PAW Patrol and we are even more excited about what lies ahead,” Hart comments. “From the upcoming theatrical PAW Patrol: The Mighty Movie to the Rubble & Crew spin-off series and, of course, our 10th anniversary tentpole campaign, there is so much momentum for the brand right now, and we are already looking ahead to 2024 and beyond.”

That momentum is already being felt in a big way, and it’s powered by the weight of success behind it.

“For a decade, the pups and their stories have entertained millions of preschoolers in more than 180 countries and more than 30 languages,” Dodge explains.

“Today the franchise spans our three creative centers: originating with compelling stories and characters in Entertainment, coming to life in playrooms for children through Toy, and extending into Digital Games later this year with the debut of a PAW Patrol app that will blend story and interactivity with educational and emotional learning.”

One look around the preschool aisle in any toy department will reveal the incredible impact that PAW Patrol has made on the industry. It created a new playbook for how kids’ properties are developed and maintained, and its influence can be seen across other preschool brands as potential competitors chase a style and form factor that is clearly inspired by the pups of Adventure Bay. The big difference: Most don’t last.

“Many preschool shows have come and gone in the last decade, but the PAW Patrol pups continue to lead the pack,” Hart says.

Happy birthday, PAW Patrol! At 10 years old, you’re still on a roll! 

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All PAWS on Deck Gift Pack Ages: 3+ | MSRP: $29.99 | Available: Spring 2023 This PAW Patrol figures set includes Chase, Marshall, Rocky, Rubble, Zuma, Skye, Everest, Tracker, Rex, and Liberty. This is Spin Master’s largest PAW Patrol figures gift pack yet!

PAW Patrol Core Tower Ages: 3+ | MSRP: $49.99 | Available: Spring 2023 Adventure Bay’s iconic Lookout Tower gets an update with this 20-inch-tall playset.

The Core Tower comes with two Chase action figures — Off-Duty Chase and Hero-Pup Chase — along with his Police Cruiser vehicle. The tower is packed with play features, including a slide, toy car launcher, command center, mission cards, and a periscope.

PAW P Movie atrol: The millio grossed $4 n 0 and m domestica lly ore th a millio n wor n $150 ldwid e.

Aqua Pups Themed Vehicles Ages: 3+ | MSRP: $17.99 | Available: Spring 2023 Kids can team up with their favorite pups for exciting missions with the all-new Aqua Pups Themed Vehicles. Each true-to-show vehicle comes with an accompanying pup inspired by an aquatic creature.

PAW Patrol Aqua Pups Whale Patroller Ages: 3+ | MSRP: $39.99 | Available: Spring 2023 The Whale Patroller is equipped with everything kids need for super-charged rescue missions on the imaginary seas. It comes with a Chase action figure and his rescue vehicle and features real working wheels for free-rolling play.

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BALANCING HERITAGE AND FUTURE: DESIGNING FOR PAW PATROL

Toys Talkin’

Q&A with Catherine ‘Cat’ Demas, Vice President of Entertainment Design, Spin Master

HOW HAS THE APPROACH TO DEVELOPING NEW TOYS FOR EACH THEME EVOLVED OVER THE FIRST DECADE OF PAW PATROL? For us, the story always comes first. It all begins with the characters, our pups, and their missions. The PAW Patrol toy designers are intimately involved in the ideation process and development alongside entertainment from start to finish.

It’s a balance that has been perfected over the course of the first 10 years of the series, which has ultimately extended to the feature films, including this year’s PAW Patrol: The Mighty Movie.

WHAT ARE THE MOST IMPORTANT FACTORS TO CONSIDER WHEN DEVELOPING NEW TOYS FOR THE PAW PATROL BRAND? With PAW Patrol being in its tenth year, we often think about an endeavor to balance what’s tried and true with elements that are totally new. We want to deliver toys that preschoolers and their

parents have never seen before, but they also need to be recognizable and connected to the on-screen PAW Patrol experience. We constantly have one foot in the heritage of the brand and the other foot in the future.

PAW Patrol is all about transformation, and when we set out to design a toy, we want to bring that transformation to life. We hold ourselves to high standards to impress and deliver magic to preschoolers. We introduce mechanisms that are generally in ‘older kids’ toys, but build them in a way that suits the manual dexterity of 2–5 year olds.

We also maintain the core heroic ethos of PAW Patrol.

Preschoolers watch the pups’ exciting missions play out on screen and the toys must have the same aspirational appeal. This is achieved through incredible attention to detail, from the styling of the vehicle tires to the intricacies of the pups’ tools.

Features like projectiles, water cannon launchers, extendable ladders, and lights and sounds also bring that heroic element to life through play. 

rently rol cur n t a P ha PAW more t airs in ries and in rrito 180 te nguages.

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Building off the global success of the PAW Patrol franchise, Nickelodeon and Spin Master Entertainment launched Rubble & Crew, the first PAW Patrol TV spin-off centered around the fan-favorite English Bulldog pup Rubble.

Rubble & Crew follows Rubble and his pup family — aunt, grandpa, cousins, and all — as they use their awesome construction vehicles to build and repair whatever the town of Builder Cove needs in high-stakes, character-driven adventures.

New characters joining the fun include Mix, Charger, Wheeler, and Motor.

“As a proud member of the PAW Patrol, Rubble has stolen the hearts of preschoolers around the world with his loyal, optimistic nature and penchant for treats. Our new series expands Rubble’s world with storytelling that digs into amazing construction projects and the importance of family, combined with high-stakes action, fun adventures, and messy demolition that preschoolers will love.”

— Jennifer Dodge, Spin Master’s President of Entertainment and Executive Producer

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SPINNING INTO THE FUTURE OF PAW PATROL

Toys Talkin’

Q&A with Jennifer Dodge, Spin Master’s President of Entertainment and Executive Producer AFTER A DECADE IN ACTION, THE PUPS ARE RACING BACK INTO THEATERS THIS FALL WITH PAW PATROL: THE MIGHTY MOVIE. TELL US A LITTLE BIT ABOUT THE NEW FILM AND WHAT TO EXPECT. The much-anticipated sequel, PAW Patrol: The Mighty Movie, is going to have even bigger missions and more action-packed adventures for preschoolers. In the first movie, audiences learned more about Chase’s backstory, and this time the spotlight shines on Skye. Through the evolution of PAW Patrol over the past 10 years, Skye’s friendship with Chase has played an integral part in the storyline. While all the pups are friends, these two older members of the team have a unique connection, which is acknowledged in the first film and further explored in PAW Patrol: The Mighty Movie as we learn more about Skye and see her rise to new challenges.

THE FIRST FILM REALLY CONNECTED WITH FAMILIES DURING A UNIQUE TIME IN RECENT HISTORY WHEN STREAMING BECAME AN IMPORTANT VIEWING OPTION. HOW IS THE MIGHTY MOVIE POSITIONED TO WELCOME FAMILIES BACK INTO CINEMAS FOR A TRUE “THEATRICAL EXPERIENCE?” We cannot wait to welcome preschoolers and their families back to the theater for what may mark their first (or second) theatrical experience — a truly memorable event. Our incredible, industry-leading animation partners House of Cool and Mikros will deliver once again a spectacular viewing experience designed for the big screen.

For many preschoolers, PAW Patrol:

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The Movie was not only their first theatrical experience, but their first outing after many months of not going anywhere due to COVID-19 lockdowns. Others hosted movie nights, streaming the feature film on Paramount+. However they first experienced the movie, we know it was not the last as PAW fans drove the film

of the feature film toys lives within the entertainment creative center — intimately involved with the ideation process and development from start to finish. Like the first movie toy line, PAW Patrol: The Mighty Movie’s toy collection will bring to life the higher-quality CGI animation and dialed-in details. With the introduction of new adventures and of course vehicles, our toy design team has ingeniously recreated the magic from the screen within the toys, while also ensuring they are easy and intuitive for preschoolers at play.

BREAKING OUT THE “CRYSTAL BALL,” ARE THERE ANY HINTS YOU CAN DROP AS TO WHAT’S NEXT FOR RYDER AND THE PUPS AS THEY BEGIN THEIR SECOND DECADE OF MISSIONS IN ADVENTURE BAY AND BEYOND?

to the number one spot on the streaming service at launch with families ultimately watching it an average of three times.

REINVENTION HAS BEEN SUCH A KEY ELEMENT IN KEEPING THE PAW PATROL BRAND FRESH FOR KIDS, FAMILIES, AND RETAILERS. WHAT CAN YOU SHARE ABOUT THE TOY LINE THAT WILL ACCOMPANY THE NEW MOVIE THIS FALL? While the development of Spin Master’s innovative toys falls within the toy creative center, the unique development

We’re looking forward to telling deeper stories and exploring more about our characters and the PAW Universe as a whole. We’re constantly expanding the world: new themes, new characters, and new adventures, as seen through the feature films and recently launched spin-off series Rubble & Crew.

It all starts with these characters and their stories and then comes to life further for preschoolers through toys.

It’s amazing to think that the first PAW fans may now be approaching their tweens. We want to pass the incredible stories of the PAW Patrol down to new generations. Through creating engaging stories that showcase the values of the PAW Patrol — including teamwork, empowerment, and self-esteem — we can show preschoolers that even the smallest pups can make big prints.

There is a bright future ahead for our beloved pups! 

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When a magical meteor crash lands in Adventure City, it gives the PAW Patrol pups superpowers, transforming them into The MIGHTY PUPS! For Skye, the smallest member of the team, her new powers are a dream come true. But things take a turn for the worse when the pups’ archrival Humdinger breaks out of jail and teams up with a mad scientist to steal the superpowers for the two villains. With the fate of Adventure City hanging in the balance, the Mighty Pups have to stop the supervillains before it’s too late, and Skye will need to learn that even the smallest pup can make the biggest difference.

“Just as the first movie’s success in theaters and streaming confirmed PAW Patrol’s status and power as a top, globally loved franchise, this second theatrical release paired with the property’s very first television spin-off will mark another major step in creating a universe of characters and stories to reach even more fans everywhere. We here at Paramount and Nickelodeon are focused on keeping the momentum going with our great partners at Spin Master to keep giving kids and families more PAW Patrol adventures across multiple mediums.”

— Brian Robbins, President and CEO, Paramount Pictures and Nickelodeon; and Chief Content Officer, Paramount+ Kids and Family

s ninth Now in it e than mor season, AW des of P o is p e 0 22 ave been Patrol h d. release

While a robust line of toys and consumer products for PAW Patrol: The Mighty Movie is set to hit retail this fall, it’s all under wraps and considered “top secret” for now!

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