The Swimming Teachers Association has teamed up with pre-school brand Paw Patrol in a three-year partnership to reward young swimmers.
To launch the partnership, STA, inspired by Paw Patrol’s values of “empowering little kids to believe they can do big things”, has created a new range of Paw Patrol branded swimming awards for children aged 2-6 years based on the animated series created by Spin Master Entertainment, which airs on Nick Jr.
The new collectible range of swimming awards features the six main pups from Paw Patrol – Chase, Marshall, Rubble, Skye, Zuma and Rocky – with each focusing on one of the pup’s characteristics and their individual catch phrases from the TV show.
For example, Chase the German Shepherd is an athletic natural leader that likes to take charge, and teachers can reward this certificate to youngsters who have been ‘Smart & On the Case like Chase’ in their swimming lessons. Certificates can be given to children who have performed a safe entry and exit, followed the pool rules, or have been a good listener and set a good example in class. The skills list for each of the pup’s awards are endless and are not age or ability restrictive, making them a great way to keep learners of all swimming levels motivated.
The six awards in the series, which are supported by official Paw Patrol branded certificates and a contrasting shield-shaped woven badge (to reflect the shield on each of the pup’s collars), are: I’m Smart & On the Case like Chase!; I’m Brave & Fired Up like Marshall – I’m Ok!; I’m Helpful & On the Double like Rubble!; I’m Determined like Skye – Pup’s Away!; I’m Playful like Zuma – Ready, Set, Get Wet!; and I’m Pawsitive Like Rocky – Don’t Lose it, Reuse it!
The flexible, skills-based scheme means the certificates can also be awarded multiple times to reward children for specific single achievements and milestones (or the teacher’s own choice), all while giving them the opportunity to collect all six Paw Patrol awards. As a standalone swimming awards programme, the Paw Patrol certificates and badges can be used to support all learn-to-swim programmes, not just STA.
Zoe Cooper, STA’s commercial director, said it was one of STA’s biggest brand partnerships to date, adding: “The new skills-based awards series gives us all a fantastic way to motivate young swimmers in their lessons, as they will know they have the opportunity to be rewarded with an official certificate with their favourite Paw Patrol character on it – and we know they will want to collect all six awards.”
She continued: “We love the empowering ethos behind the Paw Patrol brand and the positivity of the inclusive messages portrayed by the pups, who say no job is too big, no pup is too small.”
Zoe added that more Paw Patrol projects were being planned to coincide with the launch of the new Aqua Pups series, the upcoming film Paw Patrol: The Mighty Movie and the brand’s 10th anniversary.
“We are thrilled to be partnering with The Swimming Teachers Association as we continue to celebrate 10 years of Paw Patrol,” said Venetia Davie, vice president, Consumer Products, UK & Ireland at Paramount.
“We hope the all-new Paw Patrol inspired swimming awards will encourage, develop and reward young swimmers from all backgrounds as well as helping them to build water confidence that lasts a lifetime.”
