PAW Patrol x Calm

A partnership with purpose: PAW Patrol x Calm

The innovation: Integrating experience and content with creative consumer products!

Hunter Price developed mindful collection for a unique collaboration between the top-rated preschool brand PAW Patrol, and Calm, the number one app for sleep, relaxation and meditation.

The aim: To aide a ‘Calm’ bedtime routine for little ones, making the wind-down routine that bit easier AND complement a collection of PAW Patrol Sleep Stories on the Calm app.

Designed to encourage a restful night’s sleep, each product included a QR code which could be scanned for a free trial on the Calm app – unlocking a range of sleep stories, meditations, AND a PAW Patrol bedtime story.

Featuring a calming ombre palette, the range included luxurious weighted blankets & plush, glow in the dark bedding & blankets, shaped cushions and mindfulness activities, which was available at Tesco stores nationwide. Select products were also available at Argos, BargainMax and Character.com.

The Calming Bedtime Routine

Weighted products can help calm a restless body and reduce feelings of anxiety – and therefore aligned with the calming bedtime objective.

The range had impact & presence in store, with fully branded FSDUs in the opening aisles of Tesco.

Retail activation centred around educational engagement on the benefits of the products through an influencer marketing campaign.

A host of influencers created content filmed in stores and at home. They created the ‘calming’ bedtime routine with their little ones with the products AND then listened to the PAW Patrol stories on the Calm app.

To date, the content has generated hundreds of thousands of views online.

Tesco Clubcard members were also incentivised around the launch with 20% off the collection in-store.

This was a partnership which brought together brands, product and experience to collectively make a difference and provide added value to the consumer.