After the long-standing success of the TV series PAW Patrol, there was no way around it: for the very first time, the unprecedentedly popular PAW Patrol pups can be seen on the big screen. This month, in collaboration with STROOM customer Spin Master, Universal unveils PAW PATROL THE FILM. The first film adventure is based on the popular TV series, a success formula that has captured children's hearts worldwide for more than eight years.
Sylvia Huibers, Sr. Brand Manager of Spin Master on the campaign
"PAW Patrol remains wildly popular with both boys and girls, and even most (grand)parents know all the pups by name. This summer they can all go to the funniest movie of the year, often the kids' first cinema experience: a special moment. After that, all our PAW Patrol: THE FILM products can go on wish lists and the reenactment of the adventures in the movie can begin!" Spin Master will unveil a specially developed toy line consisting of vehicles, play sets, play figures, soft toys, games and puzzles as the movie rolls out.
A cross-media campaign
For Paw Patrol, STROOM provided the strategy, planning and media buying to raise awareness of this new product line. The launch of THE FILM thus forms the centerpiece of the media campaign: a special assignment for the agency. A combination of cinema and television commercials was chosen here. Among other things, the commercials for Spin Master were purchased and scheduled during the Paw Patrol weekends on Nick Jr. In addition, STROOM developed the strategy around online video content and deployment of the social media platforms Facebook, Instagram and Pinterest.
STROOM is proud of its long-standing partnership with Spin Master and the unique projects it generates. PAW PATROL: THE FILM has been running in theaters since Aug. 18 and ranks first in ticket sales for weekend 34, above other popular films such as Lice Mother and The Suicide Squad.