Nickelodeon has teamed with NBA star Carmelo Anthony to create a new consumer products line inspired by the Teenage Mutant Ninja Turtles franchise, as well as partnering with tween specialty retailer Justice for a line inspired by the kidcaster’s live-action comedy Bella and the Bulldogs.
Expected to debut in spring 2016, the new Turtles by Melo line will include products spanning lifestyle, home furnishing, publishing and video games, with Anthony serving as creative director. The CP program is timed to hit retail before next summer’s theatrical release of the sequel to Teenage Mutant Ninja Turtles (Paramount Pictures). Anthony will be making a guest appearance in the sequel.
Teenage Mutant Ninja Turtles continues to grow its popularity in the toy aisle, ranking as the overall best-selling toy in the US for 2014, as per The NPD Group. The feature film, meanwhile, premiered last August and has since grossed close to US$500 million worldwide.
For Bella and the Bulldogs, Nickelodeon and Justice will launch a new product line in Justice stores nationwide this July. As the exclusive licensed retailer through 2015, Justice will help build brand awareness for the property. Its direct-to-retail assortment includes graphic t-shirts, leggings and sports duffle bags. There will also be products from Fantasia (jewelry), Gund (plush) and GBG (cosmetics).
Bella and the Bulldogs is currently the number-one show on Nickelodeon, with premieres averaging 1.7 million viewers. Since its January launch, the show has reached more than 33 million viewers and has been picked up for a second season.