What I learned was that the puppies were characters in a TV show called Paw Patrol, which is about the adventures of a ...

The show is a children's-entertainment juggernaut. Paw Patrol ... of course, in the toy aisle. Paramount estimates that there are around 100,000 different Paw Patrol products.

"They've created this successful way to build a franchise," says Cioletti, "and now it's become a reputable model for other entertainment and toy companies." Spin Master is broadening this strategy.