Paramount is signaling a large-scale cross-media strategy for TMNT, SpongeBob, and Paw Patrol, backed by major partnerships and a robust product/licensing ecosystem with releases and initiatives planned through 2029 and beyond.

TMNT is the centerpiece for Paramount in the coming years, expanding into content, gaming, publishing, and consumer products, anchored by a unified World of TMNT brand and a roadmap extending into 2027–2029.

Ruth emphasizes balancing pan-European partnerships with local authenticity in diverse EMEA markets to ensure consumer relevance and timely market access while preserving TMNT’s authentic appeal.

Brand Licensing Europe will feature Paramount Products & Experiences, inviting attendees to explore opportunities across franchises and partnerships at Stand A121.

Paw Patrol is expanding licensing and retail partnerships, including collaborations with Hunter Boots and Puma, plus a Dino Movie pop-up at the Natural History Museum, with ongoing partner opportunities.

TMNT partnerships are built on authentic, multi-category collaborations—apparel, footwear, cosmetics, and quick-service restaurants—driven by the franchise’s emotional hooks like humor, brotherhood, music, and action.

Past TMNT collaborations (Puma x LaMelo Ball, Lush, McDonald’s, Burger King) illustrate that successful tie-ins feel true to the property rather than merely placing characters on products.

Ruth notes her personal connection to TMNT and emphasizes that the franchise is actively creating new content to engage new audiences, including preschoolers, while honoring four decades of fan affection.

The strength of TMNT lies in its living, evolving content that continually attracts new fans while honoring the franchise’s legacy.

SpongeBob consumer products are performing well with Lego sets, plush, and collectibles, supported by retail partners like Home Bargains and Made by Mitchell, and a strong Roblox presence with Tower Defense games.

TMNT targets both nostalgic older fans and younger audiences through initiatives like Teeny Mutant Ninja Turtles, a YouTube-first entry point to broaden appeal.

TMNT remains a major Paramount priority with activity across content, gaming, publishing, experiences, and consumer products, including YouTube-first content to reach new generations.