Paramount Consumer Products and Experiences hosted its annual UK upfront at the BAFTA (British Academy of Film and Television Arts) HQ this week, welcoming over 200 partners for an afternoon of exclusive previews and celebratory moments. This year’s event celebrated the outstanding contributions of key partners with awards.
Paramount shared its franchise-first strategy, focusing on three key pillars – Kids & Family, Superfans and Adult & Lifestyle, as well as a core focus on a growing area of the business; Location Based Experiences. Attendees were treated to a first look at the upcoming content pipeline for Paramount’s billion-dollar franchises including exclusive, never-before-seen clips from PAW Patrol: The Dino Movie and Avatar along with exciting updates on key franchises, PAW Patrol, DORA, Avatar and SpongeBob SquarePants.
The awards ceremony recognised the outstanding contributions of key partners throughout the last year. Honourees included:
Product of the Year – SpongeBob SquarePants Adaptive wear at Character.com
Best Retail Marketing Campaign – Sidemen x TMNT
Outstanding Collaborator – Character.com
Newcomer of the Year – Oddballs
Partner of the Year – Aykroyds & TDP
Simta Sawhney, senior director, licensing, consumer products at Paramount, said: “It’s my favourite time of year—bringing our partners together to celebrate our collective achievements and build excitement around a truly outstanding pipeline of world-class content and experiences. The momentum we’re seeing across our franchises is incredible, and it’s just the beginning.”
Paramount Consumer Products oversees licensing and merchandising for Paramount. The portfolio includes a diverse slate of brands and content from CBS, Comedy Central, MTV, Nickelodeon, Paramount Pictures and Showtime. With properties spanning animation, live-action, preschool, youth and adult, it is committed to creating the highest quality product for some of the world’s most beloved, iconic franchises.
