Raft of new and renewed partnerships signed for Nick Jr. favourites

Published on: 22nd November 2021

ViacomCBS Consumer Products UK has announced a clutch of partnerships for its Nick Jr. pre-school properties Pinkfong Baby Shark, Paw Patrol and Blue’s Clues.

The deals for Pinkfong Baby Shark (created by SmartStudy), Paw Patrol (produced by Spin Master Entertainment) and Blue’s Clues & You! span all categories from apparel to toys and reflect a buoyant year for the company’s consumer products business, with the UK delivering strong double-digit year-on-year growth.

Pinkfong Baby Shark has been a huge hit since Baby Shark’s Big Show launched on Nick Jr., with partnerships secured across multiple categories. It will be represented by multiple brands including brand-new deals with ToyTopic (toys). Other categories include outdoor furniture, arts, craft, novelty, sensory learning and educational ranges (RMS) as well as cupcakes. A renewed partnership with Character World for Baby Shark has also been agreed for the next two years.

With the success of the TV series and this year’s movie, along with a sequel movie, Paw Patrol: The Mighty Movie set for release in October 2023, Paw Patrol has also seen continued expansion with RMS and Addo bringing Paw Patrol to the novelty, arts and craft space in brand-new deal agreements. Renewed agreements with Akyroyds, TDP, MV Sports and Solution EU have also been signed.

Blue’s Clues & You!, which climbed into top 10 favourite pre-school shows in the UK soon after launch, has experienced strong sell-through at Asda’s George, and a raft of deals for the property have been secured across multiple categories including apparel, accessories, home, arts and crafts, puzzles and outdoor sporting goods, together with FTM deals with Smyths and

Venetia Davie, VP, ViacomCBS Consumer Products, UK, Ireland, ANZ and Israel said: “Baby Shark, Blue’s Clues & You! and Paw Patrol are pre-school favourites amongst young children and parents alike. Paw Patrol has established itself as a true evergreen and continues to deliver. In 2021, we saw an uptick in consumer awareness and engagement with the release of Paw Patrol the movie, which drove consumer products sales. In 2022, we are working closely with Spin Master Entertainment to maintain that momentum with three new content themes before moving into the pups’ 10-year anniversary and sequel movie in 2023.

“Blue’s Clues & You! saw strong sales out the gate, so much so that in 2021 our key challenge has been keeping toys in stock. Baby Shark is a very promising new franchise, and in 2022 we will see significant growth in both infant and pre-school categories. It is a privilege to be the home of such strong pre-school brands.”


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