TOY FAIR 2009 ICARLY
EXPANDS ONLINE AND OFFLINE
Nickelodeon & Viacom Consumer Products is taking the next steps in creating a licensing program for its hit tween series iCarly. Last fall, the line of Npower electronics—including web cams, digital video cameras, micro photo viewers, MP3 players, and digital diaries—by Imation were introduced at Toys “R” Us. Not only will this line be expanded, but Playmates and Hasbro have also been signed on as licensees for the property. “We are looking at products that can truly capture the essence of empowerment, creativity, and customization in keeping with the show,” says Lourdes Arocho, director of toys, games, consumer products, and hard goods at Nickelodeon & Viacom Consumer Products. “The first step was electronics.” This fall it will be vinyl figures and playsets that will be followed up by activities that make sense for the brand, according to Arocho. The line from Playmates Toys will feature an assortment of vinyl dolls that are part of a figure-recognition playset. In addition, the line will include authentic show gadgets. Hasbro has signed on to produce a board game for the property. In creating the licensing program, Nickelodeon had to “make sure that the experience is 360 degrees so the products tie back to what’s going on online,” Arocho says. “We make sure that it ties back to the site and the technology is cool and innovative in keeping with the brand.”
48 TOYS & FAMILY ENTERTAINMENT FEBRUARY 2009
BY
CHRIS ADAMS