Nickelodeon and Viacom Consumer Products (NVCP) has signed 23 UK licence partners for Nick Jr’s pre-school series.
The licence partners cover a wide range of categories, with product lines arriving at retail in the coming months.
As master toy partner, Fisher-Price will design and launch basic and deluxe Shimmer and Shine dolls and accessories. Flair is set for an arts and craft range, while Mega Toys will manufacture an additional toy offering. HTI will look after pocket money toys, novelty toys, music toys and wheeled toys, and Sambro is on board for pocket money toys, novelty toys, music toys, games, puzzles, stationery and bags. Rubie’s takes control of fancy dress for the brand and Centum Books becomes master publisher. Rainbow Productions will provide costume characters for the property, while Play by Play Toys & Novelties Europe will produce amusement plush items.
Universal has taken home entertainment, and Character World has taken on the property for bedding, beds and bedroom accessories. Spearmark won the licence for lunch bags, mugs, bedside lamps and lighting, and Dreamtex will produce wallpaper and wallpaper borders. Trade Mark Collections is also confirmed as the UK partner for bags, umbrellas and luggage.
Marianne James, VP commercial partnerships, consumer products and experiences for Nickelodeon UK and Ireland, said: “Shimmer and Shine is a brand with huge market potential, and it’s a key part of our pre-school roster. To launch at retail with so many licensees on board is a true testament to the strength of the property, and with the imagination and creativity inherent to the series, I’m confident that the results at market will be magical.”