With eagerly anticipated releases for new movies and series for some of our hottest brands and properties, 2023 will be a busy year for Paramount Australia and New Zealand (ANZ). Reaching more than 15 million Australians every month, Paramount ANZ continues to build on the local power of Network 10 that spans linear channels 10, 10 Bold, 10 Peach and 10 Shake, as well as 10 Play, our Broadcast Video On Demand (BVOD) platform.
In 2022, 10 Play had its biggest year yet, up 8% year-on-year with more than 6.3 million registered users, boasting enormous growth in live streaming up 21%, plus the service introduced 16 new free ad-supported streaming (FAST) channels delivering curated content for super fans. There are single show FAST channels as well as genre or multi-show channels such as Little Kids featuring PAW Patrol and Dora The Explorer.
Network 10 also secured more of the top 15 entertainment shows in 2022 than any other commercial network in the key demographics of under 50s, 25 to 54s and 16 to 39s, showing the incredible connection we have with target consumer markets.
There’s also an exciting slate of new content on Paramount+ that since launching in August 2021, has quickly become Australia’s fastest growing streaming service.
This year Paramount+ welcomes the second season of hit series Yellowjackets, new original series Grease: Rise Of The Pink Ladies and 1923 — a Yellowstone origin story series, to name just a few of the new shows that join 20,000 hours of unique stories, iconic stars and mountain of entertainment available on the streaming service.And in a coup for the Australian film and television industry, NCIS: Sydney will be filming the iconic global franchise Down Under in 2023.
It’s set to be a standout year for Paramount in 2023 as we celebrate some epic milestones for key brands and franchises, including a big screen release of the new Teenage Mutant Ninja Turtles movie in September and a second movie release for one of the hottest pre-school properties around with PAW Patrol: The Mighty Movie also in September.
PAW Patrol will also celebrate its 10th anniversary and two iconic brands are turning 45 including Grease and Garfield, plus everyone’s favourite sea sponge SpongeBob SquarePants turns 25 in 2024!
Thanks to the breadth and depth of our global content across all platforms for audiences of all ages, we have the ability and passion to create consumer products opportunities that immerse fans into the worlds of their favourite shows, films, and characters, and build meaningful experiences with our brands.
Pre-schoolers around the globe have been ‘on a roll’ with PAW Patrol for the last decade as the heroic pups have continued to capture the hearts of kids, parents, licensees, retailers and key partners around the world.
The overall theme of PAW Patrol’s 10th anniversary is ‘One big celebration’ and that’s exactly what we intend to do. Being one of only a handful of pre-school franchises that have managed this incredible milestone, we’re immensely proud of PAW Patrol’s success to date and we’ll continue to build momentum with a full calendar of exciting activity to celebrate. From the franchise’s biggest year of content yet, to huge social media campaigns, retail partnerships and more, we’re ready to put our adorable rescue pups on centre stage this year.
It’s been a true collaboration with Spin Master, the creators of PAW Patrol, Nickelodeon and Paramount resulting in the success of building a global preschool phenomenon. Together, we’ve strategically managed PAW Patrol’s growth across all aspects of the franchise including fresh content, relevant themes, creative assets and innovative marketing, as well as a proactive licensing program and collaborative planning at retail.
PAW Patrol remains the #1 pre-school franchise globally and Down Under, PAW Patrol continues to dominate retail as the #1 pre-school toy property, bolstered by the support of over 40 Australian and New Zealand licensees.
PAW Patrol has a solid fan base with a staggering 90% awareness with Australian children aged two to five (Kidz Global, 2022). It regularly notches up three million monthly YouTube views, is the #1 pay TV kids show with an enormous 48.9% share in kids under five, and coupled with episodes on Nick Jr. and 10 Shake, reached more than two million Australians last year.
In 2023, we’ll see further growth opportunities as the brand enters its second decade and evergreen status. It will be a huge year for the hit pre-school property which includes a second feature film PAW Patrol: The Mighty Movie, all-new episodes with more action-packed rescue missions, plus the first-ever spinoff series, Rubble & Crew, centring on fan-favourite pup Rubble. We’re also diving into the year with a new content theme, Aqua Pups, which will premiere with four special episodes around Easter and welcomes Skye’s cousin and new pup, Coral, as well as ‘merpups’.
This commitment to fresh content for PAW Patrol combined with a coordinated and considered growth strategy, proactive marketing, and an exciting calendar of activity hitting key beats throughout the year, will ensure the franchise remains top dog in the eyes of kids and parents as we roll out ‘One big celebration’ for the 10th anniversary.
PAW PATROL: THE MIGHTY MOVIE IN CINEMAS SEPTEMBER 2023
A major moment for the franchise in 2021 that further deepened the engagement and connection with fans, was the launch of PAW Patrol: The Movie, a Spin Master Entertainment production in association with Nickelodeon Movies and Paramount Pictures.
The first theatrical release for the franchise, PAW Patrol: The Movie debuted at #1 across 25 markets and took over $145 million USD worldwide at the box office ($205 million AUD).
The pups are set to continue their adventures on the big screen, with a second movie looking to make another mighty impact at the box office.
PAW Patrol: The Mighty Movie will see a magical meteor crash land in Adventure City giving the pups superpowers, transforming them into ‘The Mighty Pups’. It’s an action-packed superhero film with animation, characters and a storyline more powerful and enticing than ever before. This sequel is a female-led story centred on the brave and beloved girl pup, Skye. Bringing Skye to the forefront will help fuel the growth of our girls’ consumer products business.
The first PAW Patrol movie was the biggest Nickelodeon synergy campaign in our studio’s history, and we plan to top that for the sequel. Breakthrough creative will be everywhere, including exclusive content, broadcast integrations, and a media campaign that will be mightier than ever!
From a retail perspective, we have some huge movie campaigns launching later this year so watch this space for PAW Patrol to takeover the September school holidays!
Paramount, Nickelodeon and Spin Master are also gearing up for the release of the first ever spin-off series Rubble & Crew, an extension of the core PAW Patrol show focussing on fan-favourite Rubble, with new content scheduled for Australia in late 2023. The new series will focus on a construction theme that is set to engage our younger fans.
LEADER OF THE PACK
The retail strategy in 2023 for PAW Patrol will not only include celebrations around the 10th anniversary and movie sequel, but also maximise seasonal and retail event opportunities, closing gaps and keeping things fresh in market.
When it comes to Australia, PAW Patrol continues to dominate with strong growth across all categories in both boys and girls, including toys, apparel, accessories, publishing, homeware and back to school.
And we continue to expand our collaborations with new and innovative partners with the likes of Oodie (sleepwear), Play Pouch (play mats), SMD (consumer electronics), Toy Monster (tablet holder) and Cool Pods (cooler Bags) — all of which have been instrumental in fuelling further awareness, growth and closing retail gaps.
It’s no surprise with its evergreen status that PAW Patrol is also seeing a huge appetite for CPG. Recently, we launched a new cheese snack selection with PRIMO, a range of healthier sausages and meatballs for kids with Flinders + Co and kids’ gummies with BH Fine Foods. Look out for more exciting and new partnerships as we gear up for the movie release in 2023.
This year will also see a big focus on seasonal, stationery, health and beauty with expansion planned right across key retailers. Expect to see bold statements in-stores as we take our pups to new heights.
Collaborating with our incredible partners has helped build the success of PAW Patrol over the last decade. And there’s still so much more to come in 2023 as we build on this momentum with a year-long celebration of ‘pup culture’ that will continue the currency and cement the longevity of this much-loved brand.
The global awareness and popularity of Garfield continues to unlock fresh opportunities and propel this loveable, funny and unapologetic cat to new heights and popularity.
This year, the most iconic cat in the business is celebrating its 45th anniversary. His unique ‘cattitude’ and ‘stress-less’ lifestyle has made him a beloved character for fans of all ages. Paramount is planning a huge celebration to kick off anniversary celebrations including a social media campaign, exciting new global fashion collaborations, and new limited-edition collectibles and products.
The cheeky and irreverent humour of Garfield, combined with his cute and cuddly nature makes him the purr-fect IP to deliver carefree, comfortable and body positive fashion style that spans genders and generations.
In Australia, Garfield’s appeal has hugely resonated in categories across apparel, sleep, accessories and seasonal, with the successful launch of multiple retail programs across diverse demographics. In 2023, we will continue to grow our footprint into new categories like stationery, gifting and CPG to help fans around the world embrace their favourite feline.
Beyond 2023, is an all-new adventure for Garfield with all new content, same beloved cat — it’s time to settle into the couch beside our ginger feline friend and immerse yourself in the world of Garfield.
SPONGEBOB BRINGS FUN FOR THE WHOLE FAMILY.
“Smart enough for adults, weird enough for kids: SpongeBob is TV perfection” — The Guardian.
SpongeBob SquarePants is synonymous with eternal optimism and wide-eyed innocence and that’s why this beloved franchise translates into diverse and fun products across the globe for all age-groups, including the young and young at heart.
In 2023, we’re ramping up our activity as we prepare for the 25th anniversary of SpongeBob SquarePants next year in 2024. As part of our year-long celebration, we’ll be rolling out a slate of fresh content, including a series of feature-length films, new TV seasons and so much more!
Locally, SpongeBob SquarePants is a fan-favourite animated show available to watch on demand on 10 Play, continues to air weekly on Nickelodeon and 10 Shake, and is of course an anchor franchise on Paramount+. On the ground, expect to see scaled marketing and PR activations as we hit key beats and pulse points throughout the year, giving fans the ultimate Bikini Bottom experience.
We’ll also be celebrating SpongeBob SquarePants’ anniversary across multi-tiered retail partnerships and campaigns, aligned to key moments in the consumer products calendar with a focus on the ‘whole family’.
With over 250 style guides, from core branding to seasonal opportunities, there’s something to appeal to every fan as we focus on expanding our product offering in-store across apparel, accessories, home, health and beauty.
And fans just can’t get enough of everyone’s favourite sea sponge.
A SEA CHANGE TO TACKLE OCEAN PLASTIC POLLUTION
Ocean conservation and education has always been at the heart of SpongeBob SquarePants. In our bid to reduce ocean plastic pollution, we recently launched SpongeBob SquarePants: Operation Sea Change.
This multi-year global initiative will help turn the tide by funding global clean-up work, promoting sustainable products and educating millions of fans on how they can help protect the undersea home of all creatures — whether they’re a silly sea star or an optimistic yellow sponge.
In Australia, we’ll continue to align with ocean conservation efforts with our Junior Citizens of the Reef program. Initially launched on World Oceans Day in 2019, the program promotes reef and ocean awareness to kids around the world through a series of marketing and influencer activity. Kids are encouraged to pledge their support by becoming a ‘junior citizen’ and taught simple everyday actions they can do to help protect the reef.
Aligning with our goal to make a difference, we’ll make a commocean in the retail space with new products that feature reduced single-use plastic and partnerships, across multiple categories including plush, secondary toys, fashion and accessories.
There’ll be a wumbo of marketing, activations and brand partnerships and it starts with a splash, but we need your help to turn the tide!
TEENAGE MUTANT NINJA TURTLES. TOTAL TURTLE MAY-HEM.
For nearly 40 years, kids have been captivated by the butt-kicking, pizza-loving top-secret superdudes known as the Teenage Mutant Ninja Turtles. Their signature blend of high-stakes action, humour and brotherhood keeps consumers coming back for life — making it a truly multi-generational franchise with fans of all ages.
In 2023, the Turtles are heading to the big screen to debut a brand-new animated feature film, Teenage Mutant Ninja Turtles: Mutant Mayhem, and introduce this franchise to yet another generation.
Produced by Nickelodeon Animation and Point Grey Pictures’ Seth Rogen and Evan Goldberg, the man who brought us Superbad is a superfan of the Ninja Turtles and he has a black belt in telling coming of age stories in ways that resonate across generations.
TEENAGE MUTANT NINJA TURTLES: MUTANT MAYHEM IN CINEMAS SEPTEMBER 2023.
Fans are already excited. Through a massive global theatrical marketing campaign, partnerships and promotions, this fearless foursome is back and better than ever!
We’re taking this lean, green, mean franchise to incredible new heights at retail. Playmates return as our master toy partner with an extensive range targeting adult collectors and kids aged 6+. Additionally, the ANZ licensing program for the movie will consist of best-in-class partners in over a dozen categories.
And fans of our heroes in a half shell can look forward to an action-packed year full of surprises in 2024, as we celebrate 40 years of this iconic franchise. Cue some major global fashion collaborations, brand partnerships and activations. It’s going to be a total turtle takeover in 2024 as we boost our retail presence across every age, every aisle, everywhere.
STAR TREK UNIVERSE AND PRODIGY
Star TrekTM now has a dedicated home in Australia on Paramount+ with all the iconic original content in one place for fans as well as five brand new series. Star TrekTM is an extremely well-established title with Australian audiences aged 13 to 64 and the show consistently features in the top 10 shows on Paramount+. Each new series will be supported by heavyweight marketing ensuring existing fans and new audiences are ready to board the starship Enterprise and travel into space, the final frontier on Paramount+.
But Star TrekTM is not just for adults and in 2022, we launched our first ever kids’ spin-off show, Star Trek: ProdigyTM which provides the perfect entry point into the Star TrekTM universe. Season 2 of Star Trek: ProdigyTM will be coming to Paramount+ and Nickelodeon offering new consumer products opportunities for youth target markets.
We can’t wait to expand the global powerhouse brand of Star TrekTM into all ages and leverage exciting new consumer products opportunities with our partners.
Yellowstone is a Paramount series that has stampeded its way into one of the top global entertainment favourites. Unless you’ve been sleeping under a cowboy hat, you will have no doubt heard of the global smash hit series Yellowstone. In the US, it’s our fastest growing CP franchise and is also one of the most in-demand series in Australia since the Season 4 release!
Following its success, the franchise has expanded with spin-off origin stories 1883 and 1923 that has continued to secure new fans and deepen the audience engagement with this captivating retelling of America’s Western expansion. Both titles have consistently been in the top 10 most streamed shows since their release on Paramount+.
Our consumer products program translates the appeal of Yellowstone’s rugged western aesthetic into a lifestyle brand for its growing legion of fans. Locally in Australia, there is high affinity and product interest for Yellowstone. In 2023, we’re planning to launch a raft of partnerships that bring Yellowstone to life across multiple retail channels.
With over 100 years of iconic movie making, Paramount Pictures has produced some of the most popular and beloved films of all time.
Top Gun: Maverick earned over $1.4 billion USD at the box office globally and locally soared close to $93 million AUD making it the highest grossing movie of 2022 in Australia. It has also just passed Titanic to become the highest grossing film domestically in the studio’s history. To fuel the franchise and take it to new heights, we’ll be focusing on activations at key seasonal moments such as Father’s Day and Christmas gifting.
This year Grease is the word as we celebrate its 45th anniversary. Expect to see beauty inspired takeovers and scaled global influencer campaigns as well as gifting partnerships. And in April 2023, Paramount+ will be launching a brand-new original series called Grease: Rise Of The Pink Ladies. This series takes place before the original movie and follows four outcasts who dare to have fun on their own terms, sparking a moral dilemma that will change Rydell High forever.
With a library of thousands of titles at Paramount Pictures, including current favourites like Mission Impossible and classics such as Mean Girls and The Godfather, to name just a few. Our nostalgia business is booming with iconic content from the 80s, 90s and early 2000s so reach out to us and find your next retail opportunity.
EMILY IN PARIS
From the moment it debuted, Emily has taken not only Paris, but the world by storm. Produced by MTV Entertainment Studios, this romantic comedy has become a global smash hit on Netflix and a fashionable brand. Season 3 of Emily In Paris launched December 2022 and quickly became the most popular show on Netflix in Australia and was the #2 Netflix TV show (English) globally.
Season 3 was up 60% in viewership compared to the prior season. And it doesn’t stop there… season 4 has been greenlit!
We know Emily is a viral sensation and an instant fashion icon. When the season first launched, her wardrobe and accessories drove massive online search traffic making an Emily In Paris consumer products program a sure bet.
Globally we’ve already launched several successful programs with high-profile brand and retail partners including global collaborations with Starbucks, My Beachy Side and Malone Souliers, to name just a few with more in the pipeline.
It’s going to be another big year in 2023 with retail activations, influencer partnerships and new product launches confirmed. So, let’s raise a toast to more glam and talk with us about an Emily In Paris consumer products opportunity!
This article originally appeared in The Bugg Report Magazine Edition 43