Nickelodeon Unveils BLE Highlights
Nickelodeon & Viacom Consumer Products (NVCP) is headed to Brand Licensing Europe 2013 with a portfolio that’s stronger than ever, for kids, young and old, complete with some of the most popular, time-tested entertainment brands for preschoolers, boys and girls, tweens, teens and adults.
As a global player in the entertainment arena, Nickelodeon, Comedy Central and MTV properties have inspired creative and innovative consumer products that enable fans around the world to experience their favourite characters off screen. With integrated programmes across all core properties – including Nickelodeon’s SpongeBob SquarePants, Dora the Explorer, Teenage Mutant Ninja Turtles, as well as adult targeted brands including Comedy Central’s South Park and MTV Classic - NVCP is set for a stellar 2014 with a number of new initiatives to garner even more excitement and engagement with kids and parents around the world.
The international launch of one of Nickelodeon’s biggest properties to date, Teenage Mutant Ninja Turtles, has taken the world by storm, reaching more than 41.8 million viewers across 18 countries since the series premiere in Autumn 2012.
The property’s cross-category consumer products range, which launched in Autumn/Winter 2012 with global partners Lego and Playmates, has topped the “must have” lists at all major retailers, winning in every category that has hit the shelves to date. Crowned the number one new toy property and number one new action property in the US, UK, Australia and Canada, Teenage Mutant Ninja Turtles is marking its one year anniversary by ticking all the key category boxes, including toys, video games, publishing, home entertainment, apparel and plush, with a number of stand-out promotions in all major markets.
The property will continue to be supported across all Viacom International Media Networks (VIMN) platforms, with the rollout of new content and special features via the iOs Teenage Mutant Ninja Turtles: Rooftop Run app. Furthermore, season 2 will launch internationally in early 2014 with a multi-platform marketing campaign that will support the series’ storyline. This, alongside new products rolling out in the run up to Christmas and into 2014, plus a blockbuster movie set to premiere around the world beginning August 2014 from Paramount Pictures, all indicates Turtle power is only set to continue!
Looking to NVCP’s best-in-class pre-school portfolio, Nickelodeon continues to have an unrivalled catalogue of shows with the most-loved characters and an unmatched commitment to educational curriculum.
Leading the pack is Dora the Explorer, with a raft of new initiatives keeping her fresh for NVCP’s myriad licensing partners. Now 13 years into her career, Dora ranks amongst the most-watched preschool shows, reaching more than 75 million viewers across 13 countries and ranking as the number one programme in its time slot in Australia, Spain, France, Hungary, Mexico and Poland in 2013. Translated into more than 30 languages, and generating more than $12 billion in worldwide retail sales to date, Dora is a cultural icon, a best friend to kids and trusted universally by parents.
Looking ahead to 2014, NVCP will continue to reinforce Dora’s core DNA – her understanding of the key life events or ‘steps’ in pre-schooler’s development - with the on-going rollout of its cross platform marketing programme, Step by Step Explore with Dora. Following its successful launch in the UK, Spain and France, the campaign will next launch in Benelux in Autumn/Winter 2014 with additional territories thereafter.
Spring 2014 sees NVCP celebrating best friends everywhere with a Dora (Hearts) Friends event and marketing campaign that will air pre-Easter with an on-air themed stunt. Additional primetime tent poles are also slated, including the Dora World Cup brand new football special, timed to the World Cup next summer, as well as Bed Time Adventures in October, which will feature a brand new style guide using character art and bedtime-themed assets that focuses on what mums and preschoolers everywhere deal with each and every day at bedtime!
Looking further ahead to Spring 2015, Nickelodeon will welcome the anticipated international launch of Dora and Friends, conceived by the original creative team behind Dora the Explorer. Appealing to slightly older pre-school fans, the series will take Dora to the next level, giving her a fresh look, new friends and even more exciting adventures, all themed around the idea of helping the community.