🎵Paw Patrol, Paw Patrol, we’ll be there on the double.🎵
A beloved children’s television show that has captured the hearts of young audiences around the world revolves around a group of heroic dogs who work together to solve problems and save the day in their hometown of Adventure Bay. But have you ever wondered how Paw Patrol was created? To me, it’s a great example of divergent thinking.
Paw Patrol was created by Canadian media and entertainment company Spin Master, in collaboration with Keith Chapman, the creator of another popular children’s show, Bob the Builder. The company was successful in making toys with Intellectual Property they did not own. The idea for Paw Patrol came about when Spin Master’s co-founder, Ronnen Harary, saw a news segment about the increasing popularity of search and rescue dogs. He saw an opportunity to create a children’s show around the concept of a heroic dog…or 5 of them.
Rather than simply creating a show about dogs who solve problems, the creators of Paw Patrol brainstormed a variety of different ways to make their concept unique and engaging for young viewers. They explored different types of dogs, different settings, and different storylines, ultimately settling on the idea of a team of dogs with specialized skills who work together to solve problems in their hometown.
Each of the dogs on Paw Patrol has a unique personality and skill set, which allows them to work together as a cohesive team. For example, Marshall the fire dog is a bit clumsy, but he’s also an expert in all things firefighting. Rocky the recycling dog is a bit of a neat freak, but he’s also a genius for recycling and repurposing items. By giving each character a distinct personality and skill set, the creators of Paw Patrol ensured that young viewers would be able to identify with and root for their favorite characters.
However, the true goal of Paw Patrol was in selling toys and would have been influenced by the types of toys and play patterns that were popular with children at the time. By creating a team of dogs with different jobs and skills, the show’s creators were able to tap into children’s natural desire to role-play and imagine themselves in different occupations. This continued as the show expanded into popular kids’ toys concepts including dinosaurs, castles, and different vehicles.
“PAW Patrol was one of the first series built in collaboration with a toy company. More than a series, it was designed from the ground up to be a rich, immersive experience—brought to life across multiple touchpoints,” says Jamie Drew, Senior Vice President, Strategic Partnerships and Business Development, ViacomCBS Consumer Products. “Take Spin Master’s expertise in toys, Nickelodeon’s deep connection with kids, and add puppies—PAW Patrol was a win-win-win.”
Paw Patrol is a prime example of how divergent thinking can lead to the creation of a highly successful and engaging children’s show. Since 2014, PAW Patrol has earned $8 billion in global retail sales between toys and licensed items. So the next time you’re watching Paw Patrol with your little ones, take a moment to appreciate the creative thinking and problem-solving that went into its creation…and how many toys this show sold.
Dan Julien's Musings 