‘Paw Patrol’ spinoff introduces viewers to a new, non-binary character

When it comes to representation and diversity, children’s media places great value on the matter—particularly in recent years. The popular kids’ show “Paw Patrol” has a spinoff show, “Rubble & Crew,” where a non-binary character was recently added to the animated cast. This move not only reflects the overall changing landscape of media but also educates the importance of acceptance and respect for gender diversity to young viewers.

Last month, “Rubble & Crew” introduced River, a skateboarder and amateur photographer who’s new to the town where the show is set, Builder Cove. The character of River was created by nonbinary author and activist Lindz Amer.

Amer shared the news of River’s arrival to Builder Cove in an Instagram post.

“I wanted to write a non-binary character who was aspirational and incredibly cool, someone for the pups (and kids at home) to look up to. They found an awesome non-binary actor [Cihang Ma] to voice River, and I’m so happy how it turned out.”

The inclusion of River as part of the show has drawn both applause and criticism. Self-described political activist and Conservative influencer Robby Starbuck, for example, took to social media to urge parents to protest “Paw Patrol.”

“I regret to inform you that Paw Patrol has gone woke,” Starbuck tweeted, urging parents to “turn off mainstream shows for good” and to strictly supervise their children’s internet use to “wake up more parents.”

For what it’s worth, here’s a little history lesson on one of the most politically-charged words in recent history. “Woke” was originally an adjective derived from African-American Vernacular English (AAVE) to be used to “alert to racial prejudice and discrimination.” The first documented usage of the term came in 1962, in a New York Times piece where it was featured as part of a glossary of African-American slang.

Now, the term is part of the millennial zeitgeist—beginning in the 2010s, it came to encompass a broader awareness of social inequalities such as sexism and LGBT rights. By 2020, the political right and center in the U.S. and other Western countries began to use the term “woke” as a pejorative for various progressive movements and ideologies.

Back to “Rubble & Crew.” During the episode in question, River is never once identified as nonbinary, nor are “they/them” pronouns used for River. But they are wearing socks that are kind of the colors of the trans flag, as the character’s writer, Lindz Amer, pointed out in an Instagram post. Their post also confirmed River as nonbinary.

Transgender activist and independent journalist Erin Reed addressed the “Paw Patrol” controversy in a report on Substack. Reed highlights the importance of representation for the LGBTQ+ community in media, and points to the data from the Internet and Television Association that credits the acceptance with LGBTQ+ characters being positively portrayed on TV—including in children’s media.

“By introducing this level of representation to children’s shows, we foster conversations about embracing differences, ensuring that children begin to cultivate a robust sense of self-worth from a young age,” Reed says.