Nickelodeon is growing its animated content slate with the new original animated series Middlemost Post, produced by Nick’s animation studio in Burbank. The 2D series is created and co-executive produced by John Trabbic III, the storyboard director on SpongeBob SquarePants.
The 20-episode comedy revolves around a rain cloud who wants to make everyone happy, a brawny mailman and a magical pet walrus, who work together delivering packages to the unusual inhabitants of Mount Middlemost. Dave Johnson will serve as co-executive producer and story editor. No delivery date for the series has been set yet.
In other Nick news, the kidsnet has signed an overall deal with 13-year-old social media star and hip-hop artist Alaya High. Also known as, That Girl Lay Lay (1.1 million YouTube subscribers), High will work with Nick to develop original multiplatform programming, music initiatives, and build a cross-category CP business. Nick will launch an exclusive CP line that will include, fashion, accessories and publishing products with the Houston-born kidfluencer.
High has gained popularity across her social media channels by writing, producing and singing in viral music videos appropriate for kids and families, such as her song “Supersize Me,” which has more than 32 million views. At age 11, she signed a recording deal with Empire’s Fresh Rebel Muzik imprint, and in the following year she released her album Tha Cheat Code Reloaded.
Both the new series and the partnership with High, come as Nick looks to retain the audience boost it received during the pandemic. From mid-May to mid-June Nickelodeon’s linear channels have posted a 38% increase in viewership among kids six to 11, compared to the prior four weeks, as well as 10% viewership growth for that same period, year over year, according to the kidsnet.
The kidsnet has been stocking its catalogue shelves amid the pandemic by renewing a number of its programs such as PAW Patrol, Ryan’s Mystery Playdate, The Casagrandes and Blue’s Clues. It’s also given the greenlight to a number of new made-from-home originals, including Group Chat: The Show (working title) and Game Face.