Industry Q&A 2025: Paramount’s Lourdes Arrojo

In 2025, of course, as we enter 2026, the market for entertainment IP is getting more and more crowded, with limited available space in the retail industry.

To address these challenges, the most important consumer products focus on ensuring that we build this relationship with consumers and licensing partners, thus strongly emphasizing the creation of innovative products that align with consumer needs while also being true to the core values ​​of our franchise. In addition, we maintain strong relationships with our retail partners to create an impactful retail experience both in-store and online. Although the market may be crowded, we believe that by focusing on innovation, fan engagement and strategic partnerships, we can provide meaningful space for our franchise in this competitive environment.

One of the most exciting trends is the rise of the kids market. More and more adults are investing in toys and collectibles driven by nostalgia or passion for certain franchises. This trend is expanding the audience of licensed products outside of children, and we see great potential in creating products that appeal to this population, whether through high-end collectibles, adult-centric role-playing or special edition projects. The ability to fully connect with our core strategies and reach multi-generation audiences with our franchise,,,,, SpongeBob,,,,, and avatar.

As consumers continue to prioritize mental health and self-care, there is a growing demand for products that promote relaxation, mindfulness and well-being. This trend is especially associated with family-friendly franchises where products such as calming toys, plush items and even partnerships with health apps are attracting. At Paramount, we work together Paw patrol and Calm and seek opportunities to expand innovative products and truly attract our consumers.

Not only are we ready for the new Paramount Films debuting in early 2026, we also celebrate how the original series demonstrates its lasting power, the ability to find new fans every year, and the ability to maintain business in retail. This summer, we will launch a new toy series with Jazwares, which they will preview on Toy Fair, and later this year we will expand the line to support our upcoming drama release. add, [Wizards of the Coast’s] Magic: The party just revealed plans for its release avatar Autumn Deck In Chicago MagicCon crowd, Funko is releasing some new pop music! Luxury character. All of this is on top of new clothing, clothing, new books for all ages, and professional retail merchandise.

It’s a great honor to commemorate this occasion with a brand new CG animation Dora Series about Paramount+ and Nickelodeon. Our global toy partner Spin Master is launching a great series of toys for the collection that will be on display at this year’s New York Toy Fair – we can’t wait for everyone to get their first look! This summer we will also launch clothing, bedding and publishing at major retailers, and there will be some amazing developments in video games and hospitality later this year.

Spin Master is introducing a new look Dora …The new toy takes advantage of all the core elements Dora Franchise, including music, exploration and language learning. These products will enable our latest fans to share with Dora In your own home, expand the experience of the show beyond the screen. Spin Master is leading our core toy collection to bring these elements to life through creative games, attracting a new generation Dora Fans and loyal to the values ​​that make the franchise so beloved.

For Jazwares, Avatar: The Last Air Shed The product line has expanded far beyond the action figures. The launch program includes an exciting combination of plush toys, role-playing suits and costumes designed to capture the immersive world avatar In new and interesting ways. this avatar The fan base continues to grow, driven by the booming work of the phenomenon of prosperity on Netflix, the upcoming animated drama films, and Nickelodeon’s new green animated series. Jazwares is perfect for creating new toys in the long term avatar Audiences and new immigrants have discovered these franchises through these new products. These products will not only expand Avatar’s The presence in the toy market, but also provides fans with multiple ways to interact with four countries, enhancing their experience at various touch points.

Both Spin Master and Jazwares can help us reimagine our licensed toy products by creating fresh, dynamic products that resonate with today’s consumers while still being true to the heart of these beloved franchises. Through these partnerships, we ensure The most importantThe iconic brand continues to grow and attracts a generation of audience.

Paramount is actively focusing on expanding its footprint in key toy categories such as architecture, collection plush and strategic trading card space. These areas are in line with our strategic goals for toy expansion, current market trends and consumer demand. This creates an exciting opportunity for us to leverage Paramount’s diversified portfolio to attract fans of all ages.

The toy industry is so dynamic and hard to predict – but I do think the importance of e-commerce will be key as more consumers turn to online shopping for a convenient and immersive online shopping experience. Moreover, an omnichannel strategy will continue to be emphasized, with brands providing a seamless shopping experience between online and physical stores.

We expect it will be an exciting year for Paramount, with a strategic focus on expanding to key business categories. With our in-depth intellectual property library, we are ready to create compelling innovative products that will attract fans of all ages.

Paramount’s goal at the Toy Fair is to strengthen relationships with our existing partners while actively seeking new potential licensees who share our vision and can bring our signature property to life in fresh and innovative ways. Our focus is on building lasting connections that will help us further expand our global footprint and achieve sustained success. In addition to deepening these partnerships, we are excited to harness the energy and enthusiasm that always surrounds the Toy Fair.

What makes this year unique is how we continue to develop in how we deal with these industry activities. While the Toy Fair has been a key platform for us to showcase our properties, we are also very focused on having meaningful discussions with our partners and exploring new opportunities to look forward to and respond to the evolving preferences of today’s consumers.

Toy Fair 2025 is not just about displaying products, it also involves facilitating collaboration, identifying emerging opportunities, and continuing to grow our presence in the exhibition to keep pace with rapidly changing industries.

Just reach out – both in person or by email. We are always willing to build new relationships and discuss how our IP can add value to your business.

One of the key events you can meet with us in person is our annual licensing fair in Las Vegas. This is a great opportunity to build time with our team, learn more about our portfolio, and discuss how we can work together to bring Paramount’s iconic properties into the toys and retail spaces.

When considering Paramount, it is important to remember that our franchise resonates around the world. Properties like SpongeBob, Teen Teen Mutant Ninja Turtles, Avatar and others: The Last Airbender, Star Trek and Paw Patrol have been around for decades and continue to attract fans across multiple generations. These timeless brands have a wide range of multigenerational appeal, and their ability to gain new fans every day means there are always new opportunities to collaborate.

Whether you want to create a classic or trend-driven product, Paramount’s Rich Portfolio offers endless possibilities to interact with consumers around the world. So come and talk to us – we are excited to explore how to bring our beloved IPS to life in novel and innovative ways!