www.eventmarketer.com: There are typical family-friendly events, and then there’s Spin Master’s PAW Patrol Road Tour. The toymaker’s 13-market mobile tour has preschool-aged children across the country going wild for an immersive experience that brings to life the “PAW Patrol” animated series about a group of heroic dogs who protect the community. Equipped with a 120-foot by 80-foot footprint, the brand is taking over parking lots at Walmart, Target and Toys ‘R’ Us locations around the U.S. through Oct. 29 to boost awareness of its “PAW Patrol” product line.
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It is my belief that young children are one of the best markets for themed entertainment. They are less likely to scrutinize the work and the artists they interact with and they participate fully on an emotional level. While Paw Patrol isn’t necessarily the most educational show available to preschoolers, and the company seems to exist solely to sell toys (maybe that is why there are so many characters…), the children obviously enjoy it. That is what matters in all of this. Wouldn’t it be amazing if an educational show, such as Sesame Street or “Cyberkids” (from when I was growing up) had the budget to create a traveling show like Paw Patrol’s? You would be more likely to have kids engaged in these shows that focus on teaching basic knowledge and encouraging kids to explore and learn. These shows could also tour more struggling neighborhoods (for whom they were originally created). It is a tad idealistic, but this type of “show” is a phenomenal way to engage young children in their favorite shows and characters. So much good could be done with this if it wasn’t based on a scam to sell toys.
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