Viacom Nickelodeon Consumer Products (VNCP) and Spin Master held their first ever Paw Patrol Summit on Thursday 9th May 2019. Recognising the accomplishments of retail and licensing partners with the UK’s No. 1 preschool property across the year, a total of five awards were presented by Marianne James, Vice President (VP) Commercial Partnerships, Consumer Products and Experiences, Nickelodeon UK & Ireland, and Hedley Barnes, General Manager (GM) Northern Europe at Spin Master.
She commented: “We’re excited to be hosting our very first Paw Patrol summit, allowing us to celebrate all things Paw related and most importantly giving us the opportunity to recognise the truly outstanding work from our stakeholders that has helped to create our paw-some success story. We’ve got a host of activity in the pipeline for our beloved pups and look forward to working with our partners.”
Among those recognised was MV Sports, which took home Most Innovative Product for its Dream Den product. Aykroyds TDP won Best Softlines Partner, and Best Activation at Retail went to Home of Paw at Argos, which was delivered in May and October 2018. Argos delivered a fully integrated 360 marketing campaign that drove PAW cross category sales in addition to a full suite of Nick Jr. properties. Primark was awarded for Broadest Range at Retail. Its continued support in delivering pioneering ranges across a huge amount of categories was deemed commendable and ultimately drives significant sales for the brand.
Dairycrest with Cathedral City won Best Hardlines Partner for its healthy snack-sized product for kids as their first foray into licensing. Aykroyds TDP won Best Softlines Partner, a long standing partner with the property, continually committed to innovating in their category.
Now in its sixth year, Paw Patrol has been the No.1 pre-school property since 2016, the No. 1 programme for ratings across Nick Jr. and Milkshake!, and the most visited page on the Nick Jr. site, nickjr.co.uk.
This month sees the 44 minute movie special Mighty Pups hitting cinemas for the first time ever. Distributed by Paramount, Mighty Pups will be in all cinemas nationwide from 17th May. On air, the six week fan event Super Fan Summer will present kids with fun challenges and prizes to win, with VNCP promising the ultimate six-week fan event.
The second UK-based attraction, Nickelodeon Adventure, is launching later this year in partnership with intu Lakeside and Parques Rieundas - with PAW Patrol being a key property - and the Paw Patrol Little Heroes Awards have also returned for a second year.
The consumer awards campaign driven by Spin Master aims to honour little heroes across the country who have overcome adversity, shown outstanding bravery or gone above and beyond for a friend in need. Submissions are open now http://pawawards.co.uk/.
In September, Nick Jr. UK & Ireland is launching it's first ever pop-up dedicated Paw Patrol channel, a testament to the property’s popularity and ability to increase network strength during the back to school months, while a new range of consumer products will hit shelves, including plush, vehicles and a new lookout tower - all Mighty Pups themed to go with the new superhero-themed content on the channel. Looking ahead, 2020 will see Ready Race Rescue themed content roll-out.
In Paw Patrol: Ready Race Rescue, it’s the ADVENTURE BAY 500! The pups have built an awesome race track and are ready to be the pit crew for their race hero, THE WHOOSH! But when the legendary racer is unable to drive in the CHAMPIONSHIP RACE, he calls on his biggest fan-pup MARSHALL to take the wheel and race in his place! Marshall has to overcome his lack of confidence and his dastardly competition, THE CHEETAH, to fulfill his dream of becoming the FASTEST race-pup EVER! Get ready to race and rescue!
The winners of Viacom Nickelodeon Consumer Products (VNCP) and Spin Master's inaugural Paw Patrol Summit are:
- MV Sports was awarded Most Innovative Product for its Dream Den, creating a PAW Patrol world in kids’ bedrooms.
- Dairycrest with Cathedral City won Best Hardlines Partner, creating a healthy snack sized product for kids as their first foray into licensing.
- Aykroyds and TDP picked up Best Softlines Partner, a long standing partner with the property, continually committed to innovating in the category.
- Argos won Best Activation at Retail for its Home of the PAW event which was delivered in May and October 2018.
- Primark was awarded Broadest Range at Retail – the retailer’s continued support in delivering pioneering ranges across a huge amount of categories and significantly driving sales was commended by VNCP.
More Nick: Nick Jr. UK Launches Nick Jr. Parents!
Sources: Toy World Magazine, Licensing Source, LTW.MEDIA (II), Licensing.biz.
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