Paramount is making a significant, multi-platform push to revitalize the Teenage Mutant Ninja Turtles franchise, signaling a major investment in the property under its new Skydance ownership. The effort, announced on Thursday, , encompasses new digital series, novels, a substantial toy partnership with Mattel, and even themed pizzerias, aiming to capture audiences across multiple demographics.
The strategy, according to Paramount’s president of global products & experiences, Josh Silverman, is to leverage the enduring appeal of the Turtles – “full of action, humor and heart, and showcases relationships that have resonated with generations of fans worldwide.” Silverman emphasized the goal of enabling consumers to engage with the franchise through a variety of avenues, “Whether it’s watching a movie, wearing a costume, playing with action figures or reading a book.”
This isn’t simply a reboot; it’s a comprehensive expansion. Paramount’s commitment extends beyond the big screen, mirroring a strategy reminiscent of Disney’s approach to its own tentpole franchises. The company acquired the rights to Ninja Turtles from co-creator Peter Laird in 2009, and this latest initiative represents a determined effort to fully exploit that investment.
New Content Across Multiple Platforms
The expansion includes several key components. A digital series, dubbed “Teeny Mutant Ninja Turtles,” is aimed at a preschool audience. For older readers, a novel based on the “Last Ronin” storyline is in development, catering to adult fans of the franchise. The “Last Ronin” storyline, known for its darker and more mature themes, suggests Paramount is looking to broaden the Turtles’ appeal beyond younger viewers.
Perhaps most unexpectedly, Paramount is venturing into the culinary world with plans to open themed pizzerias in Santa Monica, Monterrey, Mexico, and São Paulo, Brazil later this year. This move demonstrates a willingness to experiment with immersive brand experiences, extending the Turtles’ presence beyond traditional entertainment channels.
Mattel Partnership Signals Major Toy Push
A significant element of the strategy is the new partnership with Mattel. Beginning in , Mattel will be responsible for producing a wide range of Teenage Mutant Ninja Turtles toys, including action figures, playsets, vehicles, and role-playing accessories. This partnership is expected to be a major driver of revenue and brand visibility, capitalizing on the enduring popularity of collectible toys.
The timing of the Mattel deal is noteworthy. The announcement comes as Paramount seeks to maximize the value of its intellectual property under Skydance management. The company is clearly signaling its intention to build on the recent revitalization of the franchise through new feature films, and the Mattel partnership is a key component of that plan.
A Legacy Reimagined
The Teenage Mutant Ninja Turtles franchise originated as a comic book in 1984, created by Kevin Eastman and Peter Laird. Eastman later bought out Laird’s share in 2000. Over the decades, the Turtles have evolved from a niche comic book to a global phenomenon, encompassing television series, movies, video games, and a vast array of merchandise.
Paramount’s current push represents the latest chapter in the Turtles’ ongoing story. The company’s strategy of targeting multiple age groups with diverse content and experiences suggests a long-term commitment to the franchise. The success of this initiative will likely depend on Paramount’s ability to balance nostalgia for the classic Turtles with a fresh and innovative approach that appeals to a new generation of fans.
The scale of this expansion is significant, and the breadth of the initiatives—from preschool content to adult novels and international pizzerias—demonstrates a comprehensive vision for the future of the Teenage Mutant Ninja Turtles. It remains to be seen whether this “invasion,” as some are calling it, will recapture the cultural zeitgeist of the 1990s, but Paramount is clearly betting big on the enduring power of turtle power.
