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  • Los Angeles Times

    With 'Ninja Turtles' and 'Paw Patrol,' Paramount's animated franchise strategy pays off

    by J. Clara Chan, Los Angeles Times Dec 19, 2023 5 minutes
    A still from “Paw Patrol: The Mighty Movie”

    LOS ANGELES — Earlier this summer, a set of five frozen pizza boxes began populating the freezers at Walmart. But DiGiornos these were not; these pizzas featured the masked visages of the world's most famous crime-fighting turtles.

    Yes, the Teenage Mutant Ninja Turtles.

    From July to December, 1.2 million boxes of TMNT-branded frozen pizzas, costing about $6 a pop, were sold in the U.S. Reviews popped up on YouTube, Reddit and TikTok as fans collected the boxes and debated the turtle-topping pairings: Is Raphael a sausage pepperoni kinda guy? Should Leonardo be plain cheese?

    The pizzas were one element of Paramount's marketing and consumer products blitz for this year's "Teenage Mutant Ninja Turtles: Mutant Mayhem," the first theatrical Turtles film since 2016.

    For top executives at Paramount, the successful revitalization of the TMNT brand wouldn't just take ticket sales. Instead, Paramount sought to create

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