Colossal Biosciences, the de-extinction company known for its efforts to revive the Woolly Mammoth, has partnered with Paramount and Spin Master to use the children's franchise Paw Patrol to promote real-world conservation. The campaign, timed alongside Paw Patrol: The Dino Movie, aims to teach children that endangered animals face genuine threats such as disease and human activity, rather than the cartoonish villains their favourite pups typically rescue them from.

The tie-in includes a call-to-action video featuring Godzilla: King of the Monsters director Michael Dougherty and Carter Young, who voices the character Marshall, encouraging children to see themselves as real-life protectors of the planet. Colossal has previously used genetic technology to help bring back Red Wolves, of which only 14 remain in the wild, and employs AI-enabled bioacoustic sensors to study animal calls; it says it is also involved in more than 25 AI and biotechnology conservation projects to protect species including rhinos and amphibians.