Paramount has shared some of their exciting upcoming plans for a raft of iconic properties with the January 2025 issue of Toy World Magazine!
Please note that plans featured in this post are primarily for the U.K. market, and release dates may differ in different regions.
PAW PATROL
Paw Patrol continues to dominate as the No.1 pre-school property and holds its place as a top pre-school show on Nick Jr. and Milkshake!, with consumption increasing quarter on quarter.
In 2025, Paw Patrol will continue to captivate fans with exciting new themes such as Air Rescue, which will have a Skye-focus and see the pups take to the skies. The content premiered on Nick Jr. and Paramount+ in October 2024 to great success. In the first half of 2025, new Air Rescue products will launch across Toy and Apparel. In the latter half of the year, the Fire Rescue theme will launch, which will see Marshall lead the team. The new themes will introduce new vehicles and locations, including a new airport HQ and fire station HQ in Adventure Bay. This, as well as a whole host of specials, leads viewers to a third theatrical set to premiere in July 2026.
Rubble & Crew, a Paw Patrol spin-off series focusing on English bulldog Rubble and his construction crew family, launched in consumer products last year to great success, featuring in DreamToy's top picks for Christmas 2024. The show, currently in its second season, is a Top 5 pre-school show on Nick Jr. Looking ahead, a new season will drop in 2025 with an expanding consumer products line.
In the world of location-based entertainment, the Paw Patrol Live! Great Pirate Adventure will return to the UK in summer 2025, bringing everybody's favourite pups to the stage for an action-packed, high-energy musical adventure.
To round off 2024, the Paw Patrol Pup Talks campaign launched, which saw the pups give humorous and heartfelt pep talks to several high-profile celebrities such as Meghan Trainor, San Francisco 49ers Quarterback Brock Purdy, and Emmy award-winning actor and comedian Kenan Thompson. The campaign culminated with an integration on Jimmy Kimmel Live! on 18th December.
2025 will mark the launch of Paw Patrol's Global campaign, To the Rescue, a multi-year effort between Spin Master Entertainment and Paramount designed to support parents as they nurture the development of their toddlers with a focus on teamwork, problem solving and imagination. The global campaign will see the launch of all-new meaningful retail activations, partnerships and experiences, as well as the development of existing relationships, such as the ongoing partnership with educational resource provider Twinkl, whose Paw Patrol resources have now positively impacted over 2.1m children in the UK alone.
With its commitment to delivering engaging content and fostering meaningful connections, Paw Patrol remains a beloved brand for fans, ensuring its place as a staple in pre- school entertainment. For licensing enquiries, contact Elodie Rivero-Stevenet.
SpongeBob SquarePants
SpongeBob SquarePants celebrated its 25th anniversary last year with a range of exciting collaborations and partnerships. Now, as the franchise looks ahead, a dynamic slate of new content, gaming releases and consumer products promises to captivate fans of all ages in 2025 and beyond.
As part of 2024's celebrations, Paramount+ brought an exciting SpongeBob SquarePants activation to the F1 Fan Zone at the 2024 British Grand Prix at Silverstone, featuring activities and photo opportunities as well as a SpongeBob-themed F1 show car. In addition, Paramount, in collaboration with Off The Menu, launched a one-of-a-kind Krabby Patty Kollab in October 2024, which saw over 100 renditions of the iconic Krabby Patty come to life in more than 250 local restaurants across New York City, Los Angeles, Chicago, Dallas, Atlanta, San Francisco, Seattle, Miami, Las Vegas, Toronto, London, and Mexico City, including Wendy's.
On the content front, SpongeBob SquarePants remains a powerhouse. The series consistently ranks as the No.1 non-pre-school show on UK Kids TV, while The Patrick Star Show regularly lands in the Top 5 non-pre-school shows on Nickelodeon UK. In 2024, Saving Bikini Bottom: The Sandy Cheeks Movie premiered on Netflix, debuting as the No.1 kids' title on the platform globally. Looking forward, the franchise will expand further with the launch of its 15th season, two new greenlit seasons for The Patrick Star Show, and the highly anticipated theatrical release of The SpongeBob Movie: Search for SquarePants in December 2025. Fans can also look forward to Plankton: The Movie, which will give the franchise's iconic microscopic villain his moment in the spotlight.
Gaming continues to be a significant driver of SpongeBob's success. In 2024, Patrick's Day Out launched from Outright Games, while the existing SpongeBob SquarePants Simulator remains a Top 10 brand game on Roblox. In the latter half of 2025, the gaming slate will expand further with exciting new launches including a console game.
Consumer products remain a vital part of the franchise's reach and appeal. In 2025, fans can expect new core and film product launches across Toy, Apparel, Home and CPG, alongside a global high-end designer collaboration set to debut in the first half of the year. These launches will help keep SpongeBob SquarePants a front-of-mind at retail and in households worldwide. For licensing enquiries, contact Elodie Rivero-Stevenet.
Teenage Mutant Ninja Turtles
Celebrating its 40th anniversary in 2024, the Teenage Mutant Ninja Turtles franchise continues to captivate its core audiences of 6-11-year-olds and grown-up superfan audiences with exciting new content and collaborations. August 2024 saw the launch of the animated series Tales of the Teenage Mutant Ninja Turtles on Paramount+ and Nickelodeon. During its premiere week, the series became the No.1 title on Nickelodeon and the No.2 non-preschool title on kids' TV, showcasing the enduring appeal of the Turtles among both longtime fans and a new generation.
Building on this momentum, Season 2 of Tales of the Teenage Mutant Ninja Turtles will arrive on Paramount+ and Nickelodeon in 2025, while a sequel to Teenage Mutant Ninja Turtles: Mutant Mayhem is set to hit theatres in October 2026. Additionally, a theatrical adaptation of The Last Ronin is now in development, further expanding the Turtles' cinematic universe. The 2023 release of Mutant Mayhem proved to be a major success, earning over £10m at the UK box office.
Gaming also remains a key focus, with Paramount delivering a diverse line-up for fans. To add to the Outright Games release of Mutants Unleashed in 2024, a new PC game will launch in in the first half of 2025, followed by another console game in the second, along with updates to existing digital experiences, ensuring the Turtles stay at the forefront of interactive entertainment. The existing Teenage Mutant Ninja Turtles Battle Tycoon is a Top 10 brand game on Roblox.
On the consumer products front, Teenage Mutant Ninja Turtles continues to dominate, holding the No.2 spot for licensed action figures in the UK. The 2024 Sidemen x Teenage Mutant Ninja Turtles collaboration, featuring Turtles-branded apparel created with the YouTube group including KSI, was a standout moment for the franchise. Looking ahead, 2025 will see exciting new partnerships, including a global apparel and footwear collaboration launching in the first half of the year, as well as ongoing product launches tied to Tales of the Teenage Mutant Ninja Turtles. Turning to retail, back-to-school is poised to be a key moment.
Digital content is another area of growth, with over 280 new YouTube videos scheduled for release this year. This 'always on' approach to YouTube ensures the Turtles remain accessible and engaging to global audiences. For licensing enquiries, contact Elodie Rivero-Stevenet.
DORA
The CG-animated reimagining of Dora the Explorer, Dora, has become a major success since its debut last year, captivating a new generation of fans aged 3-5 who gravitate towards the show's themes of adventure, friendship and language-learning.
Now in its second season, the show airs on Paramount+, Nick Jr. and Milkshake!. Following the launch of Season 2, Dora secured a spot in the Top 5 pre-school shows almost immediately. To celebrate International Day of the Girl on 11th October 2024, Paramount partnered with Plan International to launch a global campaign, featuring Dora, to champion girls' access to education and gender equality. The multiplatform initiative included the establishment of a new Dora fund, providing grants for youth-led organisations dedicated to girls' education, the provision of Paramount funding for the distribution of backpacks filled with school supplies (coupled with the opportunity for audiences to contribute), and a global 60-second public service announcement that aired across the Paramount networks celebrating the potential of every girl. To add to this, Plan International launched its own resource hub.
2025 is set to be an exciting year for the franchise, with Dora turning 25 years old. The new, highly anticipated consumer products range will launch in July 2025, offering fans apparel, footwear, toys, arts & crafts, puzzles, games and books. In the UK, confirmed partners include Spin Master, HarperCollins, Tonies and Aykroyds TDP. In addition, new collaborations and partnerships are in the pipeline, further cementing Dora's cultural impact and broad appeal. Meanwhile, a live-action Dora film, Dora & the Search for Sol Dorado, is scheduled to premiere on Paramount+ in 2025.
The back half of the year will also see the introduction of a brand-new marketing campaign across retail that will add to the 25th anniversary celebrations.
The series itself is expanding. Seasons 3 and 4 arrive from 2025, featuring new thematic elements and making it one of the largest multi-season commitments in Nickelodeon's history. Fans can also look forward to ongoing digital content, with new Dora videos and shorts set to launch across the Dora official YouTube channel, Nick Jr. and Toymation in 2025. Finally, Dora will continue to feature in the beloved Milkshake! Live tour in 2025. For licensing enquiries, contact Elodie Rivero-Stevenet.
Spin Master
Leading global children's entertainment company Spin Master continues to create exceptional play experiences with award-winning brands across multiple toy categories.
Toys and games set to be revealed in 2025 include the latest in cutting-edge technology blended with what's trending in pop culture, delivering imaginative play experiences across interactive pets, action figures, arts & crafts, RC and more. A wide and varied cast of names from Spin Master's Paw Patrol and Vida the Vet to Nickelodeon's Dora, DreamWorks Animation's Gabby's Dollhouse, Universal Pictures' How to Train Your Dragon and DC's Superman promise exciting launches filled with playtime potential.
Spin Master recently announced a new partnership with Paramount Consumer Products for Dora, an upcoming, all-new animated Paramount+ original pre-school series joining the award- winning Dora the Explorer franchise. Marking the return of the groundbreaking Latina heroine, Spin Master's diverse toy collection will include figures, dolls, play sets, vehicles, plush, role-play, games and puzzles, all inspired by Dora, her companion Boots and other beloved characters and locales they explore.
In December it was also announced that Spin Master and Universal Products & Experiences have renewed an expanded toy licence agreement for the blockbuster How to Train Your Dragon franchise in advance of the new live-action film. The agreement builds on the more than 15-year relationship between the children's toy and entertainment company and the studio's products and experiences division and includes worldwide rights to the toy licence for dolls, action figures, remote control, play sets, vehicles, robotics and feature plush. Spin Master's toy line pairs with a robust content slate from Universal Products & Experiences including Universal Pictures' epic new live-action reimagining of the first How to Train Your Dragon film, which arrives in theatres 13th June 2025.
Spin Master will be at The Toy Fair 2025 (Stand UW50), which takes place 21st-23rd January 2025 at Olympia Events, London. | www.spinmastertoys.co.uk
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