Each episode of PAW Patrol follows a similar pattern and features recurring topics. Episodes normally open with a scene depicting the dogs going about their everyday lives, often playing with dog toys or engaging in activities at the local playground. Ryder, a ten-year-old boy, is advised of a problem by receiving a call for help or by witnessing a situation himself. His most frequent caller is an accident-prone marine biologist named Cap’n Turbot, who knows much about Adventure Bay’s wildlife. Ryder always alerts the dogs via their blinking pet tags. The team members report to their base, the Lookout, and enter its elevator. Marshall typically arrives last causing a humorous mishap that makes the other dogs laugh as the elevator rises. When they reach the top floor, they arrange themselves in a line. Chase announces that the team is ready for action as Ryder tells the pups what has happened. He chooses several members of the team, normally two first responders, to help solve whatever problem has emerged. They ride a slide down to their vehicles and complete their mission. When they have finished, Ryder says his catchphrase: “Whenever you’re in trouble, just yelp for help!”, and congratulates the pups.
Former Nike, Inc. executive Andy Mooney was appointed president of The Walt Disney Company’s Disney Consumer Products division in December 1999. While attending his first Disney on Ice show, Mooney noticed that several young girls attending the show were dressed in princess attire—though not authentic Disney merchandise. “They were generic princess products they’d appended to a Halloween costume,” Mooney told The New York Times. Concerned by this, Mooney addressed the company the following morning and encouraged them to commence work on a legitimate Disney Princess franchise in January 2000. Walt’s nephew, Roy E. Disney, objected to the creation of the line, as the company has long “avoided mingling characters from its classic fairy tales in other narratives, worrying that it would weaken the individual mythologies”.