Despite the toys only having landed on shelves a few months ago, Paw Patrol is already Spin Master’s number one brand.
The firm has seen Paw Patrol take off in the collectables market, and Spin Master is expanding its toy offering for the pre-school brand later this year with new play-sets, bath toys and games.
“Paw Patrol is definitely on a roll,” Emma Eden, marketing manager at Spin Master, told ToyNews.
“It’s only been a couple of months since toys hit the shelves and Paw Patrol is already Spin Master’s number one brand. Paw Patrol is the top new pre-school property in the market (NPD EPoS Value (£) YTD Feb 2015) and is gaining momentum every week.
“We’re seeing that people are trying to collect the whole range of pups, so the collectables are selling extremely well.
“Our Racers line has been a runaway success as it offers great value with a pup moulded in its signature vehicle. The Action Pack Pups, which give true to the show transformation of the pups backpacks, and Basic Vehicles are also proving popular.”
Spin Master believes Paw Patrol is on track to exceed sales estimations and already has plans in place make it an iconic pre-school property.
“With great programming in place and fantastic sales success in other parts of the world, we always expected Paw Patrol to make a big impact from launch,” added Eden.
“That said, based on its performance so far we have to believe that sales for 2015 will exceed our expectations.
“Distribution is expanding and we have a fantastic range for the second half of the year which includes new play-sets, bath toys and games. We’ve just begun TV advertising the On-A-Roll Vehicles and Lookout Play-set and also have a massive campaign planned for the remainder of the year.”
Looking further ahead, Spin Master believes the brand will enjoy a great Christmas and beyond thanks to some new character additions in both the second series of the show and the accompanying toy lines.
“We have a long-term plan to grow Paw Patrol as a core pre-school property,” Eden told ToyNews.
“We have great scheduling on both Nick Jr. and Milkshake. Series two has already begun to air on Nick Jr. and should follow on Milkshake later in the year. That means that we’ll have some lovely new characters coming through in the toy range towards Christmas and into spring 2016.
“Without wanting to give too much away we also have some exciting new products on the way for 2016 and beyond.”