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Mattel Wins Licensing Agreement For PAW Patrol

Global toyco Mattel has won the PAW Patrol sweepstakes, signing a global licensing agreement for the franchise with ViacomCBS Consumer Products.

The license allows Mattel to develop a range of toys and other items based on the upcoming theatrical release PAW Patrol: The Movie. What’s particularly interesting about this deal is that PAW Patrol is a Spin Master product, and Spin Master Entertainment is producing the film in concert with Nickelodeon Movies and Paramount Pictures. The movie hits theaters on Aug. 20 this year.

The agreement is not a Master Toy deal, but gives Mattel licensing rights to create toys and games under its Mega Bloks and UNO brands.

Mattel says its PAW Patrol assortment will include more than 10 products featuring the show’s characters Chase, Skye, Marshall, Ryder and Liberty. The Mega Bloks line will include building sets, such as the Adventure City Pups Assortment, Marshall’s City Fire Rescue set, and Rubble’s City Construction Truck.

The UNO line consists of a UNO Junior PAW Patrol-themed game. Essentially, it will be a somewhat simplified version of the classic UNO game, with graphics from the upcoming film.

Both lines launch at retailers globally this fall.

UNO Celebrates A Half Century of Fun and Games

Mattel Reportedly Plans Game Show Based on ‘Uno’ Card Game

Melissa & Doug Partner with ViacomCBS

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