A deal that expands greatly on existing arrangements has been struck between Nickelodeon and Mattel, giving the toy maker exclusive licensing rights to Nickelodeon’s characters and properties, excluding preschool. The partnership encompasses top Nicktoons licenses, including the Rugrats and new Hey Arnold! animated series.
‘The relationship started five years ago with the introduction of Gak. As we move forward, Mattel has the opportunity to develop new Nickelodeon properties in an expanded range of categories,’ says Maureen Taxter, vice president, general manager of licensing for Nickelodeon.
Mattel will be in charge of marketing activities for each licensing initiative, including national TV advertising and in-store merchandising events.