You're not allowed to advertise to children in the EU, so shows like Paw Patrol is a brilliant workaround. The show itself itself is a product, that can be picked up by various TV stations, but it's also an indirect way to advertising the toys and other co-branded products.
The show is innocent enough that nobody will complain about it, so it's a clever marketing strategy.
> You're not allowed to advertise to children in the EU
Maybe in some EU countries, I guess. In Spain, toy ads are common. Recently, the government prohibited toy ads that are segmented by sex (e.g. marketing dolls or toy kitchens specifically for girls) but otherwise there are no limits as far as I know.
The show is innocent enough that nobody will complain about it, so it's a clever marketing strategy.