What's the Word

Nick inks deal with Run-DMC’s Darryl McDaniels

The cross-category consumer products program will include apparel and publishing, as well as voice work on the new Noggin series What's the Word.
November 3, 2021

Nickelodeon and ViacomCBS Consumer Products have partnered with producer/musical artist Darryl McDaniels—a founding member of the hip hop group Run-DMC—to launch a cross-category┬álicensing program.

The agreement includes a publishing deal with Random House Children’s Books, as well as apparel and accessories inspired by McDaniels’ childhood. The range will launch exclusively through the Nickelodeon brand store on Amazon.

McDaniels will also lend his voice to What’s the Word (pictured), a new short-form animated series available exclusively on Nickelodeon’s Noggin preschool platform. Each of the show’s 15 x two-minute episodes features a new word—like cooperate or┬ápersevere—that is explained to kids by fan-favorite characters from brands like PAW Patrol, Bubble Guppies and Blue’s Clues.

This deal comes shortly after Fisher-Price teamed up with Run-DMC to launch Little People collectible figures based on their likenesses. The Mattel-owned preschool toyco launched this collection on Amazon in July.

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