Mattel Lands Nick Toys Deal

files/pictures/picture-35.jpgMattel, Inc. has signed a new multiyear worldwide licensing pact with Nickelodeon to renew and expand its current toy license agreement. The deal will include toy categories such as action figures, dolls, plush toys, games, handheld games, puzzles, and infant and preschool products. Mattel now controls all properties from Nickelodeon's children's television programming services, as well as Nickelodeon's motion pictures division, Nickelodeon Movies. As part of the deal, Mattel will be the international toy licensee for Nickelodeon's RUGRATS and BLUE'S CLUES in more than 30 countries. "Because of Nickelodeon's tremendous success in kids entertainment our relationship over the past eight years has grown from a single product license to a much broader agreement," said Matt Bousquette, president of Mattel's Entertainment division. "We're very pleased and look forward to developing a wider range of family entertainment products based on Nickelodeon's entertainment properties." Leigh Anne Brodsky, senior VP, Nickelodeon consumer products said, "Mattel really understands our connection to kids. By forging this tremendous, far-reaching partnership, we will become an even bigger part of kids' lives through the many inventive products we create together with Mattel." Nickelodeon began its relationship with Mattel in 1992, with the licensing of one entertainment property: Gak. During the past eight years, the relationship has grown to include Nickelodeon brands like THE RUGRATS, BLUE'S CLUES and THE WILD THORNBERRYS. Last year, three out of the top 10 best-selling large feature dolls in the U.S. were Mattel's Rugrats dolls -- Stop My Hiccups Baby Dil, Snooze 'N Surprise Baby Dil and Make-Up Pretty Angelica -- according to NPD's TRST (Toy Retail Sales Tracking service) data. Upcoming entertainment property toys for this year include THE WILD THORNBERRYS and characters from Nickelodeon Movies' upcoming feature film RUGRATS IN PARIS. For 2001, toy lines will include SPONGEBOB SQUAREPANTS and JIMMY NEUTRON MOVIE 2001.