Home Blog 2019 Market research company, The NPD Group, looks at the impact of Paw Patrol property across multiple entertainment segments
Apr 22, 2019

The Paw Patrol Powerhouse

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I’m willing to bet that most of you reading this aren’t regular Nickelodeon viewers, but all of you have at least heard of Paw Patrol. What you may not have known is that the popular pups are as much of a powerhouse across the entertainment industry as they are on television.

The first episode of Paw Patrol’s sixth season just aired in February 2019, and it is a reminder of how successful the property has become, primarily with preschoolers ages 2-5. And, yes, it’s okay if you enjoy watching the show even without your children. It’s just fun to watch.

There are examples of many properties that have expanded to other entertainment industries after they’ve established a foothold in their primary industry, but Paw Patrol was conceptualized as both a toy and a TV series (though the toy products weren’t available until mid-2014). This serves as a great example of how to build a multimedia brand from the ground up.

Since the show first aired in 2013, over 100 episodes have aired; helping Paw Patrol grow into one of the largest properties in entertainment. According to NPD’s Retail Tracking Service, from 2015 through the end of 2018, Paw Patrol generated close to $1.4 billion across the entertainment categories of DVDs, books, toys, and video games; and there’s no sign of it slowing down. In 2018 alone, the property experienced 148 percent revenue growth when compared to 2015.

Paw Patrols’ strong performance demonstrates its lasting appeal with kids, highlighting the importance of having content across different entertainment forms to further engage with an audience; and it’s poised for its strongest year ever in 2019, backed by its growing cross-entertainment product strategy.

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