Nickelodeon Consumer Products (NCP) kick-started its visit to this year’s Licensing Expo by announcing a new merch program spanning toys, apparel, home décor and publishing in anticipation of the July 2nd release of Paramount Pictures and Nickelodeon Movies’ The Last Airbender. As part of the program, NCP also forged an exclusive retail partnership with Nordstrom’s, which will release a limited-edition line of kids’ apparel and accessories available online and in 114 Nordstrom stores across the US.

The full line-up of products based on the film and Nickelodeon’s TV series Avatar: The Last Airbender will be available this summer through the holiday season.

Joining master global toy licensee Spin Master and global interactive games partner THQ, the line-up will include roughly 30 new products. Confirmed partners include American Greetings (party goods), Berkshire (rainwear), Simon and Schuster (junior novelization, movie storybook, ready to reads, lost scrolls collection), MZ Berger (children’s watches) and Stride Rite (footwear).

In support of the film’s launch, NCP will continue to develop the licensing program for The Last Airbender by seeking major merchandising, promotional partners, and retail channels in all categories at this year’s Licensing Expo.