Apr 11, 2023

Report Paramount Considering Sale of Majority Stake in PAW Patrol, Peppa Pig Platform, and Noggin

According to a recent Wallstreet Journal report, Paramount Global is considering selling a majority stake in online kids' entertainment platform Noggin in order to give greater priority to its Paramount+ and Pluto TV streaming services. The company is considering selling a majority stake in Noggin, an online kids' entertainment platform, in order to better prioritize its streaming services.

Noggin carries a large amount of Paramount's animated content, including mega-franchises such as PAW Patrol, Dora the Explorer, Max & Ruby, and Peppa Pig. Many of Noggin's animated series are also available on the Paramount+ streaming platform.

According to a WSJ report, Paramount is looking to develop Noggin into a more interactive learning platform and is seeking an investment partner to do so. The company is not looking to sell Noggin outright, but is willing to retain a stake in the platform if it stays as a minority partner, as it believes there are future revenue opportunities.

Noggin was launched in 1999 as a joint venture between Nickelodeon and Sesame Workshop, the parent company of Sesame Street. Initially a linear TV channel and website, the Noggin brand has been revamped several times over the years, with the channel being rebranded as Nick. Jr.

In 2015, Noggin was revived as a subscription streaming service and in 2017, interactive games and play-along videos were introduced. This appears to be the direction the service will take if Paramount sells it in the future.