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Tag: PAW Patrol

  • Paramount’s Pam Kaufman calls it a day

    Paramount’s Pam Kaufman calls it a day

    MUMBAI: Pam Kaufman, the executive who turned a “yellow sea sponge” into a global merchandising juggernaut, has announced her departure from Paramount after more than two decades with the entertainment giant.

     Kaufman, who served as chief executive of international markets and global consumer products, will leave at the end of the year, though she plans to stay on as a consultant. Her exit comes as David Ellison and Jeff Shell take the reins of the newly restructured media company.

    During her tenure,  Kaufman transformed Paramount’s consumer products division into a $7bn retail business. She oversaw the expansion of iconic franchises including SpongeBob SquarePants, Teenage Mutant Ninja Turtles, and Paw Patrol across more than 170 international markets. Under her watch, the company struck lucrative partnerships with brands from Stella McCartney to Supreme, many of which sold out within minutes of launch.

    The executive, who began her career at Nickelodeon in the 1990s, became the network’s first chief marketing officer in 2008. She launched over 20 television programmes and helped the company achieve $1bn in revenue. Her marketing prowess was perhaps best demonstrated with the Kids’ Choice Awards, where she nearly tripled voter participation.

    Kaufman’s international expansion efforts included launching Nickelodeon-themed resorts in Mexico and the United States, whilst the gaming division she oversaw produced hits like Star Trek Fleet Command, which has racked up 20m downloads.

    “We built billion-dollar franchises,” Kaufman wrote in her farewell post on LinkedIn. “We turned a yellow sea sponge into a global icon.”

    The departure marks the end of an era for Paramount, which has been grappling with the rapid shift to streaming whilst trying to maintain its traditional television and film businesses. Kaufman played a crucial role in supporting the international rollout of Paramount+ and Pluto TV.

    Beyond Paramount, Kaufman sits on the boards of Lindblad Expeditions, Stella McCartney, and the Rock & Roll Hall of Fame Foundation. She will remain in these roles.

    “I’ve truly had the slime of my life,” she quipped, referencing Nickelodeon’s trademark green goo, “in the ‘in between’ with all of you.”

     

  • Viacom18 Consumer Products launches ‘Back to School’ SS’24 collection

    Viacom18 Consumer Products launches ‘Back to School’ SS’24 collection

    Mumbai: Viacom18 Consumer Products, the licensing and merchandising arm of Viacom18, announces the launch of an all-new range of exciting ‘Back to School’ collection. Designed to make the return to the classroom a fun and happy occasion, this vibrant range showcases beloved characters including Motu Patlu, PAW Patrol, Dora The Explorer, Baby Shark, Miraculous, LOL Surprise, and Masha and The Bear bringing kids a step closer to their favourite toons!

    Spanning across essential categories, the Back to School range is an attractive collection comprising school bags, lunch boxes, pencil boxes, water bottles and activity books, in bright colours and appealing designs.

    Speaking on the launch of its all-new ‘Back to School’ range, Viacom18 Consumer Products head Sachin Puntambekar said, “At Viacom18 Consumer Products, we are committed to offering innovative and engaging products that resonate with our consumers across product categories. Our ‘Back to School’ range promises to bring young fans closer to their favourite characters and make the return to school a memorable experience for kids. This year again, we’ve meticulously curated our latest collection of kids’ merchandise to cater to children across ages thus ensuring that every child finds joy and inspiration in our offerings.”

    The launch of the new Back to School range of Viacom18 Consumer Products will be supported by a robust multi-screen marketing plan comprising of on-air promotions across Viacom18 network channels and JioCinema, retail store activations, influencer collaborations with mommy bloggers, and social media promotions. In addition, a giveaway contest on Viacom18 Consumer Product’s social media pages will award 10 winners with merchandise.

    Attractively priced between Rs 50 to Rs 1299, the products will be available at leading kids’ favourite stores such as Hamleys, Reliance Retail, Landmark, Toys R Us, Dmart, Vmart and Crosswords across 1000+ retail touch points nationwide. Additionally, the Back to School range will be accessible on prominent e-commerce platforms like Amazon, Flipkart, First Cry & more.

  • Mackly & Viacom18 Consumer Products collab for PAW Patrol kids’ collection

    Mackly & Viacom18 Consumer Products collab for PAW Patrol kids’ collection

    Mumbai: Mackly, the pioneer in kids’ clothing has once again set a remarkable milestone by launching a stylish and captivating ‘PAW Patrol’ collection of kids’ wear, in an exclusive collaboration with Viacom18 Consumer Products, the merchandising arm of one of the biggest Indian media conglomerates. This strategic move underscores Mackly’s commitment to offering a unique fusion of comfort and style while prioritizing essential factors like comprehending children’s daily habits and nurturing their personal growth.

    In this groundbreaking move, Mackly has not only introduced innerwear but also an extensive range of kids’ clothing that is set to revolutionize the way children dress and experience comfort. By incorporating the lovable PAW Patrol characters into their clothing line, the brand aims to make getting dressed an exciting adventure for kids. This collection encompasses a diverse array of garments, spanning from innerwear to everyday casuals, and is designed to be entirely unisex, allowing children of all genders to express their distinct personalities while embracing their favorite animated heroes.

    Highlighting the collaboration, Mackly founder Sharmila Srikumar commented, “We are thrilled to introduce a wide range of kids’ wear in collaboration with PAW Patrol, offering parents a one-stop solution for stylish and comfortable clothing for their kids. Our collaboration with PAW Patrol is not just about clothing; it’s about nurturing a unique and fun approach to children’s well-being, where comfort, style, and personal growth go hand in hand. With this exciting collection, Mackly is paving the way for parents to provide their children with clothing that fosters self-confidence, creativity, and an active, positive lifestyle. Just like the PAW Patrol heroes who embark on a mission to safeguard the world, our brand is on a mission to provide children with comfort through their clothing choices.”

    Viacom18 business head of consumer products Sachin Puntambekar added, “We, at Viacom18 Consumer Products, are committed to engage with consumers in novel ways. We’re delighted to bring this new collection with Mackly to the fans of PAW Patrol, who like to wear their fandom on their sleeves. This is a great collaboration in the expansion of the footprint, of this much-loved animated series franchise.”

    Through this mighty collection, children can embrace the heroic attributes of their beloved PAW Patrol characters, encouraging their creativity and problem-solving abilities. This integration of play into their daily clothing choices adds an extra dimension to their growth journey, reinforcing the idea that learning and development can be both enjoyable and fashionable. Each piece in the PAW Patrol collection is thoughtfully designed to align seamlessly with children’s growth and development. The fabrics used are not only soft and comfortable but also durable, allowing kids to explore, play, and learn with confidence. The designs are vibrant and age-appropriate, fostering a sense of fun and positivity in children’s daily routines.

    As Mackly leads the way in India with this innovative collaboration, parents can now discover a comprehensive range of unisex kids’ clothing that combines the mighty style, comfort, and magic of PAW Patrol on their website. It’s the pawfect collection for theme parties, birthday celebrations, and everyday adventures for kids. #PAWMightyCollection #wearandwatch #KidsFashion #MacklyXPawPatrol”

  • Pamela Kaufman replaces Raffaele Annecchino to lead Paramount Global’s international business

    Pamela Kaufman replaces Raffaele Annecchino to lead Paramount Global’s international business

    Mumbai: Pamela Kaufman has been appointed as Paramount Global’s new president and CEO of international markets, global consumer products, and experiences. Prior to joining this position, Kaufman was the president of global consumer products and experiences.

    This newly created position reports to Paramount president and CEO Bob Bakish. The company said that this move reflects its ongoing strategy of globalising its operations. has decided to leave the company in his role as

    Former Paramount International Networks, Studios, and Streaming president and CEO Raffaele Annecchino, who, according to the studio, has “decided to leave the company,” was suddenly put on leave last month. At the time, no more information concerning his departure was made public.

    In her expanded role, Kaufman will be responsible for driving the continued growth of Paramount’s international business and ensuring the strength of the company’s international operations across six continents, including broadcast and cable networks, streaming and studios, and the company’s commercial capabilities. She will work closely with Paramount’s international leadership team, as well as the global content and streaming organisation, to do so, including helping to guide the continued international rollout of Paramount+ and Pluto TV. Kaufman will maintain her current responsibilities overseeing the global multi-billion-dollar consumer products and experiences organisation.

    “Pam has been the strategic force behind growing and expanding some of the most iconic global franchises and properties in entertainment,” Bakish said in a statement. “She is a proven and trusted visionary leader who has transformed our consumer products organisation by driving innovation and operating as a global business. Pam is uniquely qualified to lead our international business as we expand and diversify our worldwide footprint and accelerate Paramount’s transformation to operate with a truly global approach.”

    Bakish added, “I want to extend my thanks to Raffaele Annecchino for the critical role he has played in building Paramount’s international business and expanding our global footprint. I am grateful for the dedication he has shown throughout his 25 years at Paramount and wish him well in the future.”

    Speaking on joining her new role, Kaufman said, “I am honoured to take on this role at such a pivotal time for Paramount’s international business. I know firsthand the global strength of our brand portfolio, and I look forward to working with Bob and the incredible international team as we continue pursuing our global growth strategy, investing in key partnerships, furthering our push into mobile and digital platforms in new markets, and operating as one team globally.”

    In November 2021, Kaufman assumed the role of Paramount president, global consumer products and experiences, overseeing worldwide product and business development, marketing, franchise planning, creative strategy, retail sales, and consumer insights for all brands in the portfolio. In less than a year, Kaufman has led the transformation of the consumer products business, unifying the organisation by placing the full power of the Paramount ecosystem behind its most valuable IP. Her commitment to transformation, innovation, and brand building has led to some of the most groundbreaking partnerships in the company’s history, including cutting-edge co-branded collaborations with the biggest names in social media.

    Kaufman was also responsible for Viacom’s first direct-to-consumer e-commerce site in 2019 – The SpongeBob Shop – and has since led the expansion of additional online direct-to-consumer businesses for merchandise tied to various top CBS and Showtime programming, including similar standalone initiatives for brands such as Star Trek, South Park, and MTV.

    Prior to that role, she served as Nickelodeon’s president of consumer products and CMO. She was responsible for building Nickelodeon’s franchises, ranging from PAW Patrol to SpongeBob SquarePants, shepherding them through important tentpole campaigns and milestone celebrations.

    Before joining Nickelodeon back in 1997, Kaufman held positions at Turner International, Equity Marketing, and Grey Advertising.