Rugrats, the top-rated animated show told from a toddler’s point of view, is moving from the television screen to children’s apparel as Nickelodeon rolls out its first full line of clothing based on the series.
The clothing line will launch in August through Kids R Us stores across the U.S. The launch will be supported by a full marketing and merchandising program that includes a specially designed Rugrats boutique area located in the front of every Kids R Us store.
Nickelodeon also plans to support the initiative with a consumer products program.
With some 17 million children viewers every week, Rugrats has become one of Nickelodeon’s top performing shows. Nickelodeon Movies and Paramount Pictures are planning an animated feature based on the characters for 1998.
Rugrats premiered in the U.S. in 1991, and began airing internationally in 1993.
The show has helped Nickelodeon maintain a lead among cable networks in the U.S. Nickelodeon finished the second quarter of 1996 as the top full-day cable network with a 1.5 rating, ahead of second-place TBS with a 1.1 rating, according to data from the A.C. Nielsen company.