Spin Master Entertainment is rolling out a star-powered campaign for its PAW Patrol franchise, offering reassuring “PupTalks” to celebrities—which should help build hype for ​​the show’s partnership with online platform Cameo Kids.

Under this promo stunt, the PAW Patrol pups feature in video calls with famous figures to give them a morale boost. The brand enlisted singer-songwriter Meghan Trainor as the first guest, who gets words of encouragement from Chase and Rubble. Over the past four days since its release, the clip has notched 316,000 TikTok plays, 342,000 YouTube views and 91,000 Instagram likes. 

This promotional run not only spotlights the brand, but also looks to channel interest into the Cameo Kids profiles of pups Marshall and Chase. The Cameo website (which houses a kids section with IPs like PAW Patrol) offers a service where people can purchase bite-sized personalized video messages from celebrities and famous characters. It plans to add Skye to its roster in December. Each PAW Patrol video on Cameo Kids is priced at US$25.

Over the next month, the PupTalk campaign will feature calls with other well-known names like San Francisco 49ers QB Brock Purdy and actor/comedian Kenan Thompson, before winding up on December 18 with a segment on Jimmy Kimmel Live!.

The PupTalk campaign aligns with the show’s core themes about problem-solving and self-belief, says Doug Wadleigh, Spin Master’s president of toys. “With this campaign, we [are extending] our reach beyond family rooms and playrooms, transporting the pups into pop culture moments and delivering their signature paws-itivity to some prominent personalities.”