Licensing News

Viacom and EU.Promotions expand international partnership with retail loyalty agreement

Published on: September 11th, 2017

Exclusive pan-regional loyalty agreement launches across mass EMEA retail channels featuring Nickelodeon and MTV. 

Nickelodeon & Viacom Consumer Products (NVCP) and EU.Promotions have announced the first exclusive Viacom retail loyalty agreement for Europe, the Middle East and Africa (EMEA). A series of pan-regional loyalty programmes will reward shoppers with a variety of Nickelodeon and MTV-branded merchandise at partnering mass retailers.

The exclusive three-year agreement will enable EU.Promotions to target a broad range of retailers across the EMEA region. Programmes will be tailored to participating retailers including a selection of Nickelodeon and MTV rewards. As part of the agreement, EU.Promotions has exclusive mass loyalty promotional rights for all NVCP brands including: SpongeBob SquarePants, Paw Patrol, Teenage Mutant Ninja Turtles, Dora the Explorer, Blaze & the Monster Machines, Shimmer & Shine and JoJo Siwa, along with the teen/adult MTV portfolio.

In a range of different concepts, consumers will be able to collect Nickelodeon and MTV-branded rewards corresponding to different tiers of in-store spending. Incentives may also extend to experiences, such as tickets to local Nickelodeon and MTV events. Specific prizes will vary by location and retailer.

Dan Frugtniet, vice president, licensing and business development, NVCP, commented: “We are excited to expand our successful partnership with EU.Promotions across EMEA, further customising the retail experience for customers while engaging with and rewarding fans of Nickelodeon and MTV beyond the screen.”

Pierfranco Belfiori, group MD EU.Promotions, added: “We are delighted to extend our relationship with Viacom in this exclusive EMEA partnership. Over the last few years, we have combined forces to deliver numerous successful programmes across Europe, and we look forward to expanding this success to a variety of retailers across EMEA.”

Specific launch markets and retailers will be announced shortly, and continue on a rolling basis.

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