Report: Paramount Looking To Sell Majority Stake In ‘PAW Patrol,’ ‘Peppa Pig’ Platform Noggin

Citing people familiar with the situation, a recent Wallstreet Journal report says that Paramount Global is considering selling a majority stake in its online kids’ entertainment platform Noggin in an attempt to better prioritize its Paramount+ and Pluto TV streaming services.

Noggin is home to a significant 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 the WSJ report, Paramount is looking to develop Noggin into a more interactive learning platform and wants an investment partner to do so. The company isn’t looking to offload Noggin entirely but would prefer to retain a stake in the platform as it believes there is an opportunity for future revenue with the service if it stays on as a minority partner.

Noggin was launched in 1999 as a joint venture between Nickelodeon and Sesame Street parent Sesame Workshop. Initially a linear tv channel and website, the Noggin brand was revamped several times over the years and went unused from 2009 through 2015, after the channel was replaced by Nick. Jr.

In 2015, Noggin was revived as a subscription streaming service, and in 2017, the company introduced interactive games and play-along videos. That looks to be the direction that Paramount has planned for the service in the event of a future sale.