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Nick’s PAW, Shimmer & Blaze lead licensing push

Nickelodeon's PAW Patrol (pictured), Shimmer and Shine and Blaze and the Monster Machines are all getting a CP boost heading into New York Toy Fair.
February 17, 2017

Three of Nickelodeon’s popular preschool propertiesPAW Patrol, Shimmer and Shine, and Blaze and the Monster Machinesare extending their partnerships with TY and Fisher-Price.

PAW Patrol, Nickelodeon’s top-licensed preschool property, produced by Spin Master, will headline the first-ever licensed Beanie Boos from TY.

Girl-skewing Shimmer and Shine, meanwhile, will be featured in Fisher-Price’s Teenie Geenies collectibles line.

Nickelodeon will also launch several new toys this year spanning categories like arts and crafts (Colorforms Brand, Crayola, Alex Brands, Tara Toys and Montco), construction (Mega Bloks), costumes (Rubie’s and Spirit Halloween), furniture (Kid Kraft and Step 2), books (Edda Books USA, Quarto Publishing Group and Topix Media Lab), greeting cards (American Greetings) and tech (Sakar).

Earlier this month, parentco Viacom outlined increased resource investment for Nickelodeon, which just reported its best performance in the kids six-to-11 demo in five years. The strong results were buoyed by more than 140 episode launches of new and returning series and specials in the first quarter of this year.

 

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