{"id":26098,"date":"2023-10-14T09:51:46","date_gmt":"2023-10-14T13:51:46","guid":{"rendered":"https:\/\/dev2.worldscreen.com\/tvkids\/paramounts-ramsey-naito-talks-franchise-management-mipjunior\/"},"modified":"2023-10-23T09:25:37","modified_gmt":"2023-10-23T13:25:37","slug":"paramounts-ramsey-naito-talks-franchise-management-at-mipjunior","status":"publish","type":"post","link":"https:\/\/worldscreen.com\/tvkids\/paramounts-ramsey-naito-talks-franchise-management-at-mipjunior\/","title":{"rendered":"Paramount\u2019s Ramsey Naito Talks Franchise Management at MIPJunior"},"content":{"rendered":"

In conversation with TV Kids<\/em>\u2019 Anna Carugati at MIPJunior, Ramsey Naito, the president of Paramount Animation and Nickelodeon Animation, weighed in on franchise management, the crucial role of theatrical releases and reinventing classic properties like Dora the Explorer<\/em>.<\/p>\n

Naito took part in her keynote conversation with Carugati, the editor-at-large at World Screen<\/em> and TV Kids<\/em>, as MIPJunior officially kicked off in Cannes this morning.<\/p>\n

Paramount Global\u2019s prolific animated slate runs \u201cacross theatrical, linear TV and digital,\u201d Naito said, \u201cpowered by the most loved and biggest kids\u2019 brand in the world, Nickelodeon. Our company\u2019s commitment to kids\u2019 and family content is firm and unwavering. We are working hard at growing our footprint, expanding our influence and filling our pipeline of movies, series and specials that, on the one hand, feature some of the most beloved characters ever and, on the other, produce original ideas that captivate today\u2019s audiences everywhere. And though the content we create is largely for our own platforms first, we\u2019re open to partnering with local third parties and platforms to distribute our shows and characters to even wider audiences around the world. As we already do, with TF1, Televisa and Super RTL, among many others.\u201d<\/p>\n

The Paramount Animation lineup \u201ccombines the fabled movie studio\u2019s legacy of visionary filmmaking with the playful sensibility and cool factor of Nickelodeon,\u201d she said. \u201cWe\u2019re unleashing our biggest and best characters through the strategy that leads with theatricals. There\u2019s still nothing bigger than a global release and marketing campaign that cuts through all the content choices out there and drives so many other key businesses, from linear TV and digital projects to consumer products, games, music and more.\u201d<\/p>\n

This has played out in the release of Teenage Mutant Ninja Turtles: Mutant Mayhem<\/em>, which was a global theatrical hit, with a successful L&M campaign, and has now logged almost 6 million streams on Paramount+. \u201cNow we\u2019re teeing up an original streaming series and a theatrical sequel that will propel the franchise even further.\u201d<\/p>\n

It\u2019s a similar story for PAW Patrol: The Mighty Movie<\/em>, which hit theaters two weeks ago. \u201cIt\u2019s the biggest preschool property in the world through linear TV, consumer products and two theatricals, with a third in production right now. On Paramount+, the first movie has been streamed more than 130 million times.\u201d<\/p>\n

That theatrical release was paired with an animated short for the brand-new Dora the Explorer<\/em> series. Coming up on the theatrical front are Transformers One<\/em>, the first animated Transformers<\/em> film since 1986, produced in partnership with Hasbro Entertainment, which hits theaters in 2024; and a new animated The Smurfs<\/em> movie featuring Rihanna as Smurfette. There\u2019s also a new film on tap for SpongeBob SquarePants<\/em>, \u201cwhich has evolved from a linear-first property to a universe of spin-offs, SVOD content, theatrical releases and a Broadway musical.\u201d The beloved brand marks its 25th anniversary in 2024, culminating in July 2025 with The SpongeBob Movie: Search for SquarePants<\/em>. That year will also see a new theatrical release for The Last Airbender<\/em>. \u201cWe are so excited about this movie because it will usher in a new generation of fans into this incredibly rich universe filled with amazing storytelling and mythology.\u201d<\/p>\n

Naito continued: \u201cAll of these theatrical titles illustrate the power of our library IP, but we are equally invested in originals that are potential future franchises in the making, such as Superworld,\u201d a book-based property.<\/p>\n

At Nickelodeon Animation, meanwhile, there are almost 60 series in production across series and theatricals, \u201cwith franchise plans in place for our biggest properties.\u201d<\/p>\n

SpongeBob<\/em>, for example, has a season 15 in the works, plus two spin-offs, Kamp Koral<\/em> and The Patrick Star Show<\/em>. There\u2019s a PAW Patrol<\/em> spin-off in Rubble & Crew<\/em>, Transformers: EarthSpark<\/em> with Hasbro Entertainment and a holiday movie for BabyShark<\/em>. A highlight for MIPJunior is the brand-new series for Dora, \u201cwhich exemplifies our method of how and when we bring back beloved characters. It\u2019s the carefully considered balance of audience feedback and creativity. An unofficial maxim at Nickelodeon is to always let the kids lead, in both our creative and business decisions. Our audience led us back to Dora, who changed the method of preschool television and continues to lead generations of kids deeper into diversity and the love for other cultures.\u201d<\/p>\n

The team at Nickelodeon saw how much traction Dora<\/em> clips were gaining on YouTube. \u201cOur research showed that the series may have been out of production, but this character never really left the lives of kids and families around the world. So, we began to consider how to bring her back in a way faithful to the fans who continue to love her while modernizing the show for brand-new fans.\u201d<\/p>\n

The new series is animated in CG and has retained Dora\u2019s \u201caspirational and multicultural qualities,\u201d Naito said. \u201cShe still cares about animals and the environment and her culture, and she will still help kids learn Spanish in the United States and English in other countries. The online love for Boots has moved him from a sidekick to a co-star. The adventures are on a bigger scale.\u201d<\/p>\n

Nick followed the global theatrical short with exclusive online content leading up to spring\u2019s global launch. \u201cWhen Dora<\/em> originally debuted, the marketing was mainly on-air promos. Those days, for all of us, are long gone. Now, it\u2019s all about surround sound plans designed to break through and reach audiences everywhere they are, on all platforms. Everything, everywhere and all at once.\u201d<\/p>\n

Naito also highlighted Rock, Paper, Scissors<\/em>, a new original IP that emerged from the company\u2019s Intergalactic Shorts Program \u201cdesigned to find and elevate new voices and new creators.\u201d<\/p>\n

In conversation with Carugati, Naito talked about the challenges of reaching kids given the abundance of options they have for how to spend their free time. \u201cThe power we have is our brand. People see a show with our brand on it, they know that it will be funny, it will be character-driven, it will have stories with meaning. It is a refuge for kids to have fun and relax. The power of our brand means something in a world where there are so many choices.\u201d<\/p>\n

Naito also talked about the thought process that goes into reinventing a classic property, discussing how Paramount worked with Seth Rogen on Teenage Mutant Ninja Turtles: Mutant Mayhem<\/em>. \u201cHe loved the show and knew all the characters. He\u2019d grown up with it. That love was poured into this reimagining. It embraced the core fundamentals, the core idea of the show, but infused it with a new voice that related to today\u2019s audience. In short, the way to go about reimagining great IP is to find a superfan who knows how to reimagine, embrace the core values and bring something new.<\/p>\n

The combination of Paramount Animation and Nickelodeon Animation under Naito\u2019s remit \u201chas allowed us to embrace theatricals and series and franchise planning in a way that is smart. It allows us to launch a movie and think about how we are launching a series thereafter and how we may want to plan for character-driven movies that will continue to expand the universe and connect to an audience.\u201d<\/p>\n

Naito also weighed in on the \u201ccharacter-driven DNA\u201d at the heart of Nickelodeon and its approach to taking risks with talent \u201cand allowing for their vision and their voice to shine. That delivers great characters that feel whole and authentic, that you can relate to and that you love.\u201d<\/p>\n

On the keys to maintaining the success of a franchise like Dora<\/em>, Naito said: \u201cMake sure that you have a filmmaker or showrunner in the middle of the show with a vision that is inspired and fresh and connected.\u201d<\/p>\n

Naito also emphasized the breadth of Paramount\u2019s footprint, allowing it to reach kids wherever they are. \u201cWe have a theatrical platform, linear television, YouTube, Paramount+; all of those things allow us to connect with kids everywhere and anywhere.\u201d<\/p>\n","protected":false},"excerpt":{"rendered":"

In conversation with TV Kids\u2019 Anna Carugati at MIPJunior, the president of Paramount Animation and Nickelodeon Animation weighed in on franchise management, the crucial role of theatrical releases and reinventing classic properties like Dora the Explorer.<\/p>\n","protected":false},"author":290,"featured_media":26099,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"pmpro_default_level":0,"footnotes":""},"categories":[18,21],"tags":[3113,1465,6342,6343,4144],"class_list":["post-26098","post","type-post","status-publish","format-standard","has-post-thumbnail","","category-profiles","category-top-stories","tag-anna-carugati","tag-mipjunior","tag-nickelodeon-animation","tag-paramount-animation","tag-ramsey-naito","pmpro-has-access"],"yoast_head":"\nParamount\u2019s Ramsey Naito Talks Franchise Management at MIPJunior - TVKIDS<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/worldscreen.com\/tvkids\/paramounts-ramsey-naito-talks-franchise-management-at-mipjunior\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Paramount\u2019s Ramsey Naito Talks Franchise Management at MIPJunior - TVKIDS\" \/>\n<meta property=\"og:description\" content=\"In conversation with TV Kids\u2019 Anna Carugati at MIPJunior, the president of Paramount Animation and Nickelodeon Animation weighed in on franchise management, the crucial role of theatrical releases and reinventing classic properties like Dora the Explorer.\" \/>\n<meta property=\"og:url\" content=\"https:\/\/worldscreen.com\/tvkids\/paramounts-ramsey-naito-talks-franchise-management-at-mipjunior\/\" \/>\n<meta property=\"og:site_name\" content=\"TVKIDS\" \/>\n<meta property=\"article:published_time\" content=\"2023-10-14T13:51:46+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2023-10-23T13:25:37+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/worldscreen.com\/tvkids\/wp-content\/uploads\/sites\/9\/2017\/07\/MIPJunior-RamseyNaito-1023.jpg\" \/>\n\t<meta property=\"og:image:width\" content=\"640\" \/>\n\t<meta property=\"og:image:height\" content=\"360\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/jpeg\" \/>\n<meta name=\"author\" content=\"Mansha Daswani\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"Mansha Daswani\" \/>\n\t<meta name=\"twitter:label2\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"7 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\/\/schema.org\",\"@graph\":[{\"@type\":\"WebPage\",\"@id\":\"https:\/\/worldscreen.com\/tvkids\/paramounts-ramsey-naito-talks-franchise-management-at-mipjunior\/\",\"url\":\"https:\/\/worldscreen.com\/tvkids\/paramounts-ramsey-naito-talks-franchise-management-at-mipjunior\/\",\"name\":\"Paramount\u2019s Ramsey Naito Talks Franchise Management at MIPJunior - TVKIDS\",\"isPartOf\":{\"@id\":\"https:\/\/worldscreen.com\/tvkids\/#website\"},\"datePublished\":\"2023-10-14T13:51:46+00:00\",\"dateModified\":\"2023-10-23T13:25:37+00:00\",\"author\":{\"@id\":\"https:\/\/worldscreen.com\/tvkids\/#\/schema\/person\/83da304c8bad8bfdb3edd7eb47cfe5ad\"},\"breadcrumb\":{\"@id\":\"https:\/\/worldscreen.com\/tvkids\/paramounts-ramsey-naito-talks-franchise-management-at-mipjunior\/#breadcrumb\"},\"inLanguage\":\"en-US\",\"potentialAction\":[{\"@type\":\"ReadAction\",\"target\":[\"https:\/\/worldscreen.com\/tvkids\/paramounts-ramsey-naito-talks-franchise-management-at-mipjunior\/\"]}]},{\"@type\":\"BreadcrumbList\",\"@id\":\"https:\/\/worldscreen.com\/tvkids\/paramounts-ramsey-naito-talks-franchise-management-at-mipjunior\/#breadcrumb\",\"itemListElement\":[{\"@type\":\"ListItem\",\"position\":1,\"name\":\"Home\",\"item\":\"https:\/\/worldscreen.com\/tvkids\/\"},{\"@type\":\"ListItem\",\"position\":2,\"name\":\"Paramount\u2019s Ramsey Naito Talks Franchise Management at MIPJunior\"}]},{\"@type\":\"WebSite\",\"@id\":\"https:\/\/worldscreen.com\/tvkids\/#website\",\"url\":\"https:\/\/worldscreen.com\/tvkids\/\",\"name\":\"TVKIDS\",\"description\":\"\",\"potentialAction\":[{\"@type\":\"SearchAction\",\"target\":{\"@type\":\"EntryPoint\",\"urlTemplate\":\"https:\/\/worldscreen.com\/tvkids\/?s={search_term_string}\"},\"query-input\":\"required name=search_term_string\"}],\"inLanguage\":\"en-US\"},{\"@type\":\"Person\",\"@id\":\"https:\/\/worldscreen.com\/tvkids\/#\/schema\/person\/83da304c8bad8bfdb3edd7eb47cfe5ad\",\"name\":\"Mansha Daswani\",\"description\":\"Mansha Daswani is the editor-in-chief and associate publisher of World Screen. 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