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Paris & Pups
Case study
TURNING A CELEBRITY-BACKED SERIES INTO A SHOPPABLE WORLD
Launching the first Paris & Pups toy collection through an immersive Walmart Brand Shop.
Role: Creative Direction, Brand Strategy & Experiential Design
Engagement: Launch strategy, Walmart Brand Shop development and seasonal updates
Paris & Pups is a children’s entertainment franchise inspired by Paris Hilton, her lifelong love of animals, and her famously glamorous world. Developed and produced by Paris Hilton’s 11:11 Media, HappyNest Entertainment, and 9 Story Media Group, the animated series follows 12-year-old Paris Star and her five fabulous pups—the Sweetie Squad—as they live, create, and adventure together inside The Fabuluxe Hotel.
Created for children ages 5–8, the series brings together friendship, music, fashion, imaginative play, kindness, and emotional learning. It also gives children with ADHD something especially meaningful: characters whose differences are presented as strengths.
Understood’s experts helped shape Paris Star and Slivington, two characters with traits associated with ADHD, including creativity, high energy, and hyperfocus. Rather than treating those qualities as problems to correct, the stories help children recognize their strengths, build confidence, and develop practical social-emotional skills for everyday challenges.
The digital-first series quickly grew beyond YouTube, securing an international broadcast partnership with Sky Kids in the United Kingdom and Ireland. Supported by Paris Hilton’s audience of more than 80 million, the franchise entered retail with significant cultural recognition—but without the product depth of an established toy brand.
services
Brand & Content Strategy
Creative Direction
Walmart Brand Shop Design
Customer Journey Design
Celebrity Content Direction
Video & Photography Planning
Campaign Copywriting
Launch Support & Optimization
80M+ PEOPLE IN PARIS HILTON’S GLOBAL AUDIENCE
159K+ YOUTUBE SUBSCRIBERS
800K+ VIEWS ON ITS FULL-SEASON VIDEO
80M+ PEOPLE IN PARIS HILTON’S GLOBAL AUDIENCE 159K+ YOUTUBE SUBSCRIBERS 800K+ VIEWS ON ITS FULL-SEASON VIDEO
FROM ANIMATED SERIES TO RETAIL FRANCHISE
Playmates Toys partnered with 11:11 Media and HappyNest Entertainment to develop the first Paris & Pups toy collection, bringing Paris Star, Slivington, Bijou, and the Sweetie Squad out of the show and into children’s hands.
Brand3P, experts in Marketplace strategy, retailer coordination, and Walmart implementation, engaged Indigo to help introduce the collection through a dedicated Walmart Brand Shop. It was Indigo’s first retail experience built around a celebrity-led children’s property—and the first time our work would need to connect an entertainment franchise, Paris Hilton’s personal brand, and a completely new toy collection inside one cohesive destination.
The goal was not simply to merchandise toys. It was to establish Paris & Pups as a fully realized consumer brand from the moment its first products arrived at Walmart.
Paris & Pups was entering the toy market for the first time with just six products.
The challenge was to create a Walmart Brand Shop that felt immersive and complete without the extensive assortment, established retail assets, or product history of a mature franchise.
Indigo saw the opportunity to build beyond the products themselves. By connecting Paris Hilton’s cultural influence with the animated world of Paris Star and the Sweetie Squad, we transformed a focused launch collection into a much larger brand experience.
FROM ASSORTMENT TO EXPERIENCE
Rather than presenting the collection as a traditional product catalog, Indigo created a journey through the world of Paris & Pups.
Celebrity content, animation, character introductions, music, positive messaging, and imaginative play worked together to establish the personality of the franchise while creating natural opportunities to shop. The result felt colorful, energetic, and expansive—giving families more to discover than the size of the initial assortment might suggest.
Indigo’s role also extended beyond the store itself. We helped shape the original content needed to bring the experience to life, including creative direction for photography and video and a custom welcome script for Paris Hilton.
A NEW KIND OF COLLABORATION
The project brought together Brand3P, Playmates Toys, Paris Hilton and 11:11 Media, HappyNest Entertainment, and the wider production and retail teams.
Indigo’s role was to turn those interconnected worlds into one cohesive customer experience—balancing celebrity, entertainment, product, and commerce while navigating the requirements of the Walmart platform.
The store successfully launched in coordination with the broader Paris & Pups retail and social rollout, establishing a shoppable home for the franchise’s first toy collection.
SIX PRODUCTS. ONE COMPLETE BRAND WORLD.
The completed experience gave Paris & Pups the presence of a growing global franchise from day one.
Six products became the foundation for a rich, story-driven destination—one that introduced the characters, captured the energy of the series, and connected a new generation of fans with the world of Paris Hilton.
The project marked several firsts for Indigo: our first celebrity-led brand store, our first original script for celebrity talent, and our first opportunity to help direct the photography and video behind a marketplace launch.
Paris & Pups proved that the size of an assortment does not have to determine the size of the experience.