Nickelodeon launches PAW Patrol Safety First campaign with Olympic swimmer Michael Phelps

Nickelodeon has launched a new safety campaign called PAW Patrol Safety First, a brand-new prosocial campaign created in participation with safety partner Safe Kids Worldwide.

Launching today, the multiyear program will focus on water safety, fire safety and road safety, and will see Olympic swimmer and water safety advocate Michael Phelps serve as PAW Patrol Safety First! Global Water Safety Ambassador.

PAW Patrol, produced by Spin Master Entertainment and airing on Nickelodeon, is currently the number one ranked preschool show on television.

Said Phelps: “I am proud to partner with Nickelodeon and the loveable PAW Patrol pups on the important issue of water safety for kids and parents. I was first introduced to swimming through a water safety program, as my mom was adamant that my sisters and I learn how to swim for safety purposes, and it influenced my decision to establish the Michael Phelps Foundation, which provides water safety instruction through our signature IM program.

“Teaming up with PAW Patrol and the Michael Phelps Foundation is a natural alignment, and I am looking forward to utilising this partnership to bring the message of water safety globally to kids and parents in a way that’s easy and fun to digest.”

“PAW Patrol’s indomitable rescue pups go above and beyond to save the day, teaching kids invaluable lessons they can apply to their own lives along the way,” said Charlotte Castillo, senior vice president, global franchise planning, Viacom Nickelodeon Consumer Products.

“Through this partnership with Safe Kids Worldwide we continue this mission, while using the power of our global reach to build awareness that we all play an important role when it comes to safety.”

In support of the PAW Patrol Safety First!multi-platform campaign, Phelps and the Michael Phelps Foundation will share swim safety tips utilising core principals of the Foundation’s programming featuring the PAW Patrol pups.

The PAW Patrol Safety First! Campaign will also co-host a water safety event in the spring of 2020, featuring Phelps and the Michael Phelps Foundation. Additional on-the-ground safety events will be held in cities around the world, with tentpole events planned in Arizona and New York, as well as internationally, in Mexico.

The campaign also includes custom PAW Patrol branded safety guides that feature tips from Safe Kids that educate kids and families about water, fire and road safety.

About Robert Hutchins

Robert Hutchins is the editor of and ToyNews. Hutchins has worked his way up from Staff Writer to the position of Editor across the two titles, having spent almost eight years with both ToyNews and, and what now seems like a lifetime surrounded by toys. You can contact him by emailing or calling him on 0203 143 8780 You can even follow him on Twitter @RobGHutchins if ranting is your thing...

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