Consumer Products

Nick ups DTC efforts with new hire, stores

Aaron Cunningham joins Nick in a newly created VP of direct-to-consumer role as the mediaco rolls out a new e-commerce site.
November 27, 2019

Viacom Nickelodeon Consumer Products is increasing its direct-to-consumer efforts with a new SpongeBob-themed e-commerce website and a holiday pop-up shop featuring its popular characters and brands. The SpongeBob site, SpongeBobshop.com is now available in the US while the first-ever Nickelodeon Holiday Shop opened on November 16 and runs until December 31 in Los Angeles.

The new website features exclusive items from SpongeBob SquarePant’s 20th¬†anniversary, as well as apparel, accessories and home goods themed around the popular sea-sponge. The holiday pop-up shop meanwhile features products from popular brands, including PAW Patrol, SpongeBob SquarePants, JoJo Siwa and Teenage Mutant Ninja Turtles.

To further this direct-to-consumer growth, Viacom has hired former Walmart e-commerce exec Aaron Cunningham¬†in the newly created role of VP of direct-to-consumer. In his new role, Cunningham will spearhead product sourcing and merchandising for the properties website, as well as marketing, user acquisition and developing the company’s pipeline of future sites and brick-and-mortar pop-up shops. Cunningham started in the role in October, according to a Nickelodeon spokesperson.

Cunningham joins Viacom Nickeloden from Goodbaby International, where he was the global vice president of e-commerce at preschool consumer product maker, which makes strollers and kids’ car seats and toys. He also previously worked as Walmart’s senior director of business development for Walmart.com, and Walmart-owned online retailers Jet.com and Hayneedle.com.

About The Author
Online writer for Kidscreen. Ryan covers tech, talent and general kids entertainment news, with a passion for kids rap content and video games. Have a story that's of interest to Kidscreen readers? Contact Ryan at rtuchow@brunico.com


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