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“We didn’t know just how big PAW Patrol would be”

Creator Keith Chapman tells LIMA YPN delegates the story behind the brand’s success.

“I did have a feeling that PAW Patrol would be a break out hit, but no one really forecast just how big it would go.”

Those were the words of Keith Chapman – creator of preschool brand PAW Patrol – speaking at the LIMA UK Young Professionals Network Summer Party last week.

Keith (pictured above with LIMA UK’s Ryan Beaird (left) and Nickelodeon’s Alinie Chanthapanya (right)) talked the delegates through the creation of PAW Patrol – from the initial approach by Spin Master (which you can see in the video clip below) and how it then evolved following Nickelodeon commissioning the series in 2012.

Keith showed a number of early drawings and sketches as PAW Patrol – which was initially called Robbie & the Rescue Dogs and then Ryder’s PAW Patrol – started to form into the show we know today.

He also revealed the thought processes behind which breed of dog would suit which emergency service and also the pups themselves, telling delegates that Skye was actually inspired by his own Cockapoo.

PAW Patrol now has over 70 licensees in the UK to date, with product spanning a wide range of categories.

Keith acknowledged the key parts everyone in the PAW Patrol ‘team’ played in making it a success, saying: “It’s not just about an idea… you need fantastic people around you.”

Ryan Beaird, marketing and operations manager at LIMA UK, commented: “I was delighted and very grateful that Keith could make the time and give our industry’s young professionals an insight into how the iconic shows he has created over the years have come to fruition – I’m sure the seminar could have gone on a lot longer. Thanks to Nickelodeon as well for hosting us and our sponsor Octane5.”

Keith – who began his career at The Jim Henson Company, which he described as “an amazing place to be involved in” – has created hit preschool shows in the 1990s, 2000s and 2010s.

He famously created Bob the Builder – which was picked up by HIT Entertainment and began airing in April 1999, going on to become a $5bn brand at retail.

He then formed Chapman Entertainment which was responsible for hits including Fifi and the Flowertots and Roary the Racing Car among others between 2000 and 2012.

The next LIMA UK Young Professionals event will be the bowling tournament which takes place on Thursday August 23 at Bloomsbury Bowling Alley. Contact Ryan Beaird for further details. The YPN 2018 programme is sponsored by Octane5.

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