2016_NJ_TradeSupplementCover_Final.indd 1 Cover_Nickelodeon Supp_2016.indd 100
05/05/2016 24/05/2016 15:00 15:20
Padded tunics with pouch
- available now
Get ready for a ruff ruff rescue New Paw Patrol Candy Catcher toddler costumes from Rubie’s
Š 2016 Spin Master PAW Productions Inc. All Rights Reserved. Paw Patrol and all related titles, logos and characters are trademarks of Spin Master Ltd, Nickelodeon and all related titles and logos are trademarks of Viacom International Inc.
100 00_Nickelodeon Supp_2016.indd 100
08453 070707
www.rubiesuk.com 20/05/2016 14:33
LEADER AND CONTENTS
Powering on all cylinders N
ick Jr. has traditionally been renowned for being the home of everyone’s favourite adventurer, Dora the Explorer - which not only developed into a global phenomenon but has recently been reignited with the transition into Dora and Friends to extend the brand’s proposition. Today Nick Jr. is home to not just one, but a multitude of new and exciting brands that appeal to millions of kids across the UK and are proving to be a hit at retail with an extensive consumer product offering. Our position and strength
within the market is not only down to Nick Jr. having its most successful year ever in 2015 but also thanks to the extended reach that Milkshake, as a free to air platform, affords us. The combined reach of both of these channels gives us an unrivalled platform from which we can successfully launch new properties and continue to dominate within the preschool market. It goes without saying that PAW Patrol is continuing to take-over the preschool market in 2016; but let us share with you the rest of our preschool portfolio and, more importantly, how these brands
CONTENTS
11 29
can work alongside one another to grow from strength to strength and deliver something for all kids. Marianne James Vice President, Consumer Products UK and Ireland and European Retail Sales and Marketing Viacom International Media Networks
5 – 7 Nick Jr. Overview 9 Milkshake Overiew 11 – 13 PAW Patrol 15 – 17 Blaze and the Monster Machines 19 – 21 Shimmer and Shine 23 Half-Shell Heroes 25 Lily’s Driftwood Bay 27 Digby Dragon 29 Wissper
19
This special Nick Jr. publication was produced by Max Publishing. Editor: Michelle Board. Editor in chief: Jakki Brown. The advertising was handled by Ian Hyder and Rob Willis. The designer was Gary Freeman. Copyright 2016: While every effort has been made to ensure that the information in this publication was correct at the time of going to press, the publishers cannot accept legal liability for any errors, missions, nor can they accept responsibility for the standing of advertisers, not any organisations mentioned in the text.
03
A SPECIAL NICKELODEON PUBLICATION
03_Intro and Contents.indd 3
24/05/2016 14:31
100 00_Nickelodeon Supp_2016.indd 100
24/05/2016 09:09
OVERVIEW
EVERY DAY IS AN ADVENTURE
Nick Jr. brings together the UK’s favourite preschool shows and characters for kids aged 2 to 6 years old. Filled with heart and imagination, Nick Jr. is a world where preschoolers can join in the fun and adventures with their favourite characters throughout the day.
O
ver the past year the Nick Jr. has launched a number of new and engaging shows while continuing to nurture runaway hits such as PAW Patrol and Alvinnn!!! and the Chipmunks which have helped the channel to gain real momentum within the competitive landscape. In 2015 both Nick Jr. and Nick Jr. Too channels had their most successful years ever. Both channels combined delivered the biggest share gains of kids’ channels year-on-year and achieved the highest average audience among kids’ channels Below: The Nick Jr. Crafty Christmas campaign encourages families get creative during the festive season
in pay TV homes. Success hasn’t slowed and in 2016 the channels are continuing to strive ahead. Nick Jr.’s achievements on air can be attributed to shows such as PAW Patrol, where in Q4 2015, the lovable pups became the number one ratings-driver across the entire Nickelodeon network. Shimmer and Shine set off to a glittering start with a celebrity press event to launch the show, while in its launch month premiere episodes put the show firmly in the number one spot. Blaze and the Monster Machines achieved the top audience of the year across the network and Alvinnn!!! and the Chipmunks was Nick Jr.’s best ever launch back in April 2015.
Above: The Nick Jr. website is a place where kids can interact with their favourite shows.
Marianne James, VP Consumer Products, UK and Ireland and European Retail Sales and Marketing, explains: “What is clear is the success of Nick Jr. cannot be attributed to one single show; the channel is filled with exciting content that appeals to a wide variety of children. Lily’s Driftwood Bay is a key example of this, where modern day themes are adapted to
05
A SPECIAL NICKELODEON PUBLICATION
05_07_Nick Jr Overview_v2.indd 5
24/05/2016 14:33
CARDS, CALENDARS, Gift wrap & bags
01992 702 900 | sales@danilo.com |www.danilo.com
/DaniloCalendarsUK
@CalendarsUK 100
Independent retailers contact Is It Art on 01926 747935 © 2016 Viacom International Inc. All Rights Reserved. © 2016 Spin Master PAW Productions Inc. All Rights Reserved.
00_Nickelodeon Supp_2016.indd 100 52580_DANILO_Nickelodeon advert_PORTRAIT_MAY2016.indd 1
20/05/2016 04/05/2016 14:14 10:24
OVERVIEW Left: The popularity of PAW Patrol is driving sales of consumer products, such as the Spin Master toy range. Below left: Dora and Friends Sing-Along Summer photo booth toured around the UK over summer 2015 appearing at Smyths toy stores and Sky retail stands. Below: Lily’s Driftwood Bay won the Broadcast Award for Preschool Animation.
preschoolers alongside an authentic creative visual appeal. The show has won a number of prestigious industry awards including the coveted Broadcast Award for Preschool Animation and in 2015 was nominated for a Children’s BAFTA Award too.” Aside from new content, Nick Jr. excels at providing kids with relevant campaigns and themes throughout the year that link to other platforms such as Nickjr.co.uk and the Nick Jr. Facebook and Twitter channels. The Nick Jr. Crafty Christmas promotion gave kids the opportunity to explore their creative side in fun and exciting ways over the festive season. While
over summer, the Dora and Friends Sing-Along Summer was a truly 360º campaign, activated across the channel and at retail with an experiential tour in partnership with Sky and Smyths Toys superstores. “For Nickelodeon Consumer Products, we now represent eight preschool brands, an outstanding array that appeals across audience interests and that offers licensees and retail partners a multitude of opportunities,” says Marianne. “In collaboration with the Nick Jr. channel we ensure content is present on air, product launches are tied into on-air competitions and we are creating moments in time at retail around new episodes and campaigns. By working in complete synergy with the channel we ensure that kids extend their love of our characters beyond the screen with
DORA ON NICK JR. Dora the Explorer has been one of the most successful preschool shows for Nickelodeon, capturing the imaginations of children around the world and spawning an enviable array of consumer products across all categories. In 2014, Nickelodeon launched a Dora the Explorer spin-off, titled Dora and Friends: Into the City. It stars the heroine Dora as a pre-teen who goes on city adventures with a group of new friends. “Dora and Friends: Into the City expands on Dora’s legacy of being a compassionate leader, friend and role model,” said Marianne. “Preschoolers can explore the world with Dora and her new friends while developing interpersonal skills and a sense of community that will help them navigate new social situations like starting school and making friends. And, of course, learning Spanish along the way.”
numerous products across an extensive range of categories.” In order to make grounds at retail it is important for Nickelodeon to position its brands together wherever it can. This fits into the on-air appeal of Nick Jr. where characters are seen together in one world during the programming links, helping to ensure that preschoolers and parents understand that its preschool offering sits together as one and families link Nick Jr., its shows and characters. At retail this is taking shape with a number of preschool bays and retail POS displays where it can bring these brands together to create stronger moments in time. So what is left to come? Marianne is excited about the programming coming up on Nick Jr, as she explains: “Over the next few months we look forward to the highly anticipated launch of Digby Dragon on Nick Jr. It’s an original UK production about a fledging dragon learning how to fly with a group of friends in Applecross Woods. The show will launch with a 360º⁰ marketing campaign to introduce kids across the country to Digby Dragon. At retail we will continue to drive support across PAW Patrol, Blaze and the Monster Machines, Shimmer and Shine, Half-Shell Heroes, Dora and Friends and Lily’s Driftwood Bay. While looking to 2017 and beyond there is a whole host of new characters set to cement Nick Jr.’s position as the top choice for preschool.” Below: Dora and Friends features an older Dora and a new cast of friends.
07
A SPECIAL NICKELODEON PUBLICATION
05_07_Nick Jr Overview_v2.indd 7
24/05/2016 15:12
New Pink Range ing Launch Q3!
Best Selling Pre-Sc hool Party Range !
©2016 Spin Master PAW productions Inc. All rights reserved. Paw Patrol and all related titles, logo and characters are trademarks of Spin master Ltd. Nickelodeon and all related titles and logos are trademarks of Viacom International Inc.
e ensembl y t r a p New i ninjas for min g Q3 launchin
100 00_Nickelodeon Supp_2016.indd 100
© 2016 Viacom International Inc. All Rights Reserved. Nickelodeon,Teenage Mutant Ninja Turtles, Half-Shell Heroes and all related titles, logos and characters are trademarks of Viacom International Inc. Based on characters created by Peter Laird and Kevin Eastman.
TEL: +44 (0)1908 288 500 E-MAIL: sales@amscan-uk.co.uk WEB: www.amscan.co.uk ©Amscan 2016, ©Anagram 2016 All rights reserved
20/05/2016 10:50
MILKSHAKE Viacom’s acquisition of Channel 5 in 2014 not only strengthened Nickelodeon’s position as a broadcaster but placed it in a truly unique position as a consumer products business as well. With access to both pay TV and free-to-air platforms, Nickelodeon’s close partnership with Milkshake enables both brands to share content and reach a wider audience.
More Milkshake!
M
ilkshake is a brand leader for preschool television in the UK and packs in an exciting lineup of acclaimed programmes and beloved characters. 2015 was Milkshake’s most successful year ever for share of kids’ viewing (ages 4 to 15 Years), up 3%, with an incredible 19.2m viewers tuning in. The block is off to a flying start this year too with record share of kids’ viewing, making 2016 Milkshake’s best ever start to the year and the number one weekday breakfast destination for kids aged 4 to 15 years in 2015 and 2016 so far. “Milkshake is not simply a cartoon block; it offers preschoolers a wide variety of content from fly-on-the wall documentaries and wildlife programmes to musical entertainment shows,” says Marianne James, VP Consumer Products, UK and Ireland and
European Retail Sales and Marketing. “Audience engagement is also captured through stunt weeks such as Emergency Services week and Back to School week, where the presenters bring to life themes and characters relevant to a preschool audience.” Milkshake’s brand extensions, including the popular Milkshake magazine, DVD and CD releases, ensure that Milkshake continues to play a relevant part in children’s lives beyond the breakfast block. The brand has a highly successful history of producing live stage shows, including
Above: The Milkshake magazine and DVDs engage with children off-screen. Left: The presenters are an important part of the success of Milkshake, performing dances and songs between shows.
Left: Wissper made her debut on Milkshake in the UK.
nationwide theatre tours and residencies in the UK’s top theme parks and its interactive website alongside the existing VOD service helps stream content. “For Nickelodeon Consumer Products, the partnership with Milkshake means one very important thing for our licensees and retail partners: by sharing our content across both Nick Jr. and Milkshake, our properties reach a wider audience across both pay TV and free-to-air channels,” says Marianne. “The benefits have already been seen across a number of our properties. When PAW Patrol first launched on Milkshake, reach of the property soared by 96%, and the show is now ranked in the top three for audiences, attracting over 240 thousand children per episode. As well as strategically sharing content, together we are supporting a number of UK productions including Lily’s Driftwood Bay and Wissper, which made its debut on Milkshake.” Marianne continues: “Over the next year, you will see the Milkshake launch of many new series from across the Nick Jr. portfolio, as well as the highly anticipated launch of Shimmer and Shine which will help to raise awareness of the show with a brand new audience.”
09
A SPECIAL NICKELODEON PUBLICATION
09_Milkshake_v2.indd 9
24/05/2016 14:34
HEME
CUE T NEW AIR RES
*NPD EPoS YTD April 2016
100 00_Nickelodeon Supp_2016.indd 100
20/05/2016 14:36
PAW PATROL
PAW Patrol is on a roll!
Inset: PAW Patrol has taken the (preschool) world by storm.
PAW Patrol has undoubtedly been a real runaway success story in 2015, winning the hearts and minds of preschoolers in the States, the UK and increasingly, around the world. A new season in 2016 introduces new characters, vehicles and locations; offering plenty of opportunities for an expanding consumer products programme.
S
ince its launch in 2013, PAW Patrol has become one of the leading global preschool properties, in the UK alone an average of 5.4 million viewers tune in each month on Nick Jr. and Milkshake. The show comes out of global toy company, Spin Master Entertainment and has proven to appeal to boys and girls equally. PAW Patrol stars a pack of six heroic rescue pups – Chase, Marshall, Rocky, Rubble, Skye and Zuma who are led by a
Right: Spin Master’s PAW Patroller vehicle was one of the most popular preschool toys in the lead up to Christmas 2015.
tech-savvy ten-year-old boy named Ryder. Each pup has a unique skill set and a house that turns into a vehicle specific to their personality. “When PAW Patrol launched in the States it just seemed to push all the right buttons for the audience,” says Marianne James, VP Consumer Products, UK and Ireland and European Retail Sales and Marketing. “The pups are loveable and cute, and their stories of teamwork, adventure and problemsolving are relevant and relatable for children and their parents. We knew it
READ ALL ABOUT IT The first PAW Patrol magazine from Egmont Publishing came out beginning of April and Anna Reyburn, publisher, comments: “I am very excited about the launch of PAW Patrol magazine which will give young fans even more of the pups and allow them to engage with the humour and excitement of the PAW Patrol world in print. The preschool sector of the magazine market is highly competitive and I am confident that PAW Patrol, with its impeccable preschool pedigree, will be an instant winner.” Above: The new PAW Patrol magazine.
would perform well in the UK, given it is currently the number one character preschool property in the US.” In fact, PAW Patrol was so popular in the lead-up to Christmas 2015 that retailers couldn’t keep up with demand
11 A SPECIAL NICKELODEON PUBLICATION
11_13_Paw Patrol_v2.indd 11
24/05/2016 14:35
Get ready for action with Paw-some gifts, activity books, sticker books, and storybooks from Parragon
Š2016 Spin Master PAW Productions Inc. All Rights Reserved. PAW Patrol and all related titles, logos and characters are trademarks of Spin Master Ltd. Nickelodeon and all related titles and logos are trademarks of Viacom International Inc.
100
00_Nickelodeon Supp_2016.indd 100
20/05/2016 14:27
PAW PATROL for Spin Master’s PAW Patroller vehicle and Lookout playset, with toys selling out in stores and online weeks before the big day. The PAW Patroller vehicle was included in Dream Toys top 12 toys for Christmas. “We knew the products would be successful, but we didn’t realise just the size of this demand,” reveals Marianne. “The property has such broad appeal to both boys and girls, so lends itself well across a wide range of play patterns and product lines. It finished 2015 as the number one new toy property in the UK (NPD data).” PAW Patrol airs on Nick Jr. and Milkshake, with season three on Nick Jr. at the moment. PAW Patrol is the number one rating show on Nick Jr. and consistently sits within the top four shows on Milkshake. “Season three introduces new pups, vehicles and locations. There are a number of content tentpoles that we’ll be building marketing campaigns around throughout the year,” explains Marianne. “The pups will get a superhero makeover in one special episode, while in another they get a sporty-look. It’s a testament to the writers and creative team that we have such depth of storylines to work with. We have developed style guides
Success for Spin Master Phil Hooper, commercial director of marketing for Spin Master says: “It’s incredible that in its launch year PAW Patrol has cemented itself as a key character preschool property. It’s growing all the time and with season three now on air on Nick Jr. we have the new Air Rescue theme launching at retail. The Air Patroller is a key vehicle and consumer’s love that it lands on the PAW Patroller vehicle. The new Air Rescue Pups include removable flight packs and a flight themed badge for the child to feel like they’re part of the team.”
to support all these special episodes and Spin Master will be launching a toy range to complement the content.” As with all children’s properties, digital content is just as important as the episodic content, Above: PAW Patrol is popular “PAW Patrol Rescue Run with preschool girls as well boys, thanks to female has been very popular and as characters like Skye. there is a new app, PAW Right: Marshall balloon Patrol to the Rescue, out from Amscan. this summer,” says Marianne. “We know that children want to do more aligned with Spin Master, which does with their favourite property than make our job a lot easier,” says watch a TV programme, so Marianne. “The hero toy for 2016 we need to cater to this will be the Air Patroller, a flying equivalent of the top-selling PAW Patroller from 2015. There are also new toys to support the new content, and a new pup. Spin Master has done an incredible job with the toy line and we’re building on the success of the toys as we expand into new product categories.” Nickelodeon continues to grow the licensing programme in apparel, home furnishings, partyware and publishing. “A big focus for 2016 is on consumer product specifically Above left: Sambro’s backpack featuring Skye sold the same quantity targeted at girls aged 3 to 5 years as those featuring Marshall. old,” says Marianne. “Last year we Right: PAW Patrol apparel has been selling well, such as this onesie from had a small range of products for this Aykroyds and Sons. market and it sold extremely well, in fact Sambro backpacks featuring demand. The PAW Patrol games Skye (the female character) sold the on the Nick Jr. website are also very same quantity as those featuring popular; in fact, PAW Patrol Balloon Marshall (male character) in some Drop is the number one game retailers. We’ll be working with all our across the whole Nick Jr. site.” partners to introduce more products Spin Master owns the worldwide around the female characters.” toy rights for the property and works It’s a really exciting time for everyone closely with production partners on the involved in this hot preschool property show’s content. “We are completely – from the broadcast channels through to licensees and retailers. Continued investment in content and creative from Nickelodeon and Spin Master means there are limitless opportunities across all touch points. Left: The new Air Patroller from Spin Master.
13 A SPECIAL NICKELODEON PUBLICATION
11_13_Paw Patrol_v2.indd 13
24/05/2016 15:13
BLAZING
NEW TOYS! SHARK CHOMP
360º LOOP
MONSTER DOME PLAYSET EN AS SE V ON T
CONNECT MORE PLAYSETS FOR MORE FUN!
CREATE MULTIPLE LAYOUTS
INCLUDES BLAZE & CRUSHER
NEW!
OVER 25 SOUNDS & PHRASES
SIREN SOUNDS
NEW!
BLAZING SPEED
TRANSFORMS INTO FIRE TRUCK
DIE-CAST CHARACTER ASSORTMENT
LETS RACE TO THE RESCUE
TALKING ASSORTMENT TRANSFORMING FIRE TRUCK
www.Nickjr.co.uk © 2016 Viacom International Inc. All Rights Reserved. Nickelodeon, Blaze and the Monster Machines and all related titles, logos and characters are trademarks of Viacom International Inc. ©2016 Mattel, Inc. All Rights Reserved.
100
353083_Blaze_AW16_Press_Ad_AF.indd 1 00_Nickelodeon Supp_2016.indd 100
06/05/2016 14:23 12:43 20/05/2016
BLAZE AND THE MONSTER MACHINES
READY, SET, GO
Young children across the UK have fallen in love with Blaze and the Monster Machines, the latest preschool success from Nickelodeon. Toys launched in the UK before Christmas 2015 and flew off the shelves. This year Nickelodeon is expanding Blaze into new categories including apparel, publishing and electronic learning.
B
laze and the Monster Machines continues to gain momentum across all its audiences, with the latest viewing figures for the UK ranking the show consistently in the top four shows on Nick Jr. Milkshake started showing season one in November 2015, while season two started on Nick Jr. earlier this year in March. An amazing 8.2 million viewers have tuned in across Nick Jr. and Milkshake since launch.
trucks, races, chases and stunts, but the key USP is the clear STEM (science, technology, engineering and maths) references in all episodes.” The show centres on the title character, the monster truck Blaze and his 8-year-old driver AJ, together having adventures that explore the
“Blaze and the Monster Machines has been a huge hit with boys aged 2 to 5 years old,” says says Marianne James, VP Consumer Products, UK and Ireland and European Retail Sales and Marketing. “It is a fast-paced action series, based on monster
Right: Play sets from Fisher-Price have also been selling well.
Retail bites Andy Brocklehurst, director of merchandise, Toys R Us “Blaze and the Monster Machines got off to a flying start with strong customer demand ahead of the launch. Since then the sales momentum has continued and looks set to build around Season two later this year.”
15 A SPECIAL NICKELODEON PUBLICATION
15_17_Blaze_3.indd 15
24/05/2016 14:37
100 00_Nickelodeon Supp_2016.indd 100
20/05/2016 14:30
BLAZE AND THE MONSTER MACHINES
physics of how things Right: A number of apps are available for move, solve problems iOS and Android. with maths and discover Below left: Blaze apparel from the parts needed to make George at Asda. everyday technologies work. Below right: An interactive Blaze is supported by a cast Transforming Fire of characters, including Starla Truck is new from (a cow girl monster truck), Fisher-Price in 2016. Darington (a blue monster truck) and Zeg (half-triceratops, half-monster truck) all of which are also popular with fans. There’s a strong link between the episodic content and digital content with new online games and apps launching in support of content tentpoles. “The online games and apps been doing exceptionally well,” are an important touchpoint for the says Marianne. “We took just seven brand, introducing preschoolers to months to bring the toy line to retail STEM concepts and encouraging in the UK. The diecast vehicles children to apply critical thinking lead the way, and we’ve been skills and explore basic scientific surprised that all the characters are principles. We’ve launched three popular, not just Blaze. There’s a official apps so far as well as a host real collectable element about the of games on the Nick Jr. website. diecast toys. The Fisher Price line There are some great apps and also includes talking and transforming games coming in 2016 in support of vehicles, playsets and plush, which season two content,” says Marianne. are as fun and dynamic as the In season two fans will see some characters featured in the series.” brand new monster transformations, This year Nickelodeon will focus on as Blaze turns into a fire engine, extending the brand out of toy and speedboat and cannon as he takes into secondary categories, including on lots of new challenges. Towards Sambro with pocket money toys, the end of the series Blaze and his stationery, arts and crafts, bags, friends will take a trip to a brand new puzzles and games; Character World location yet to be revealed to fans. with bedding, and TVM Fashion Lab “Introducing these transformations and Aykroyds TDP with apparel. into the show allows us to expand “We expect apparel will be big the consumer products line-up,” for Blaze,” says Marianne. “We’re says Marianne. “Fisher-Price is working with other partners now introducing a great Blaze racing on extending the apparel lines into car collection to tie in with these nightwear, outer wear and footwear.” episodes coming out later in 2016.” Another exciting partnership is with The toy line from Fisher-Price LeapFrog who will bring Blaze and has been particularly successful for the Monster Machines to its new the brand, with the toys flying off Imagicard series. It’s the first the shelves when they were first STEM title for LeapFrog launched in the States in Toys and will encourage little R Us in summer 2015. The UK ones to use experienced a similar phenomenon with the toys when they launched just before Christmas 2015. “The FisherPrice toys have
A blazing success The new FisherPrice Blaze and the Monster Machines toy range zoomed into Mattel’s Wendy Hill retailers early in the year and was an instant hit. Wendy Hill, brand activation director for Mattel comments: “The toy range continues to focus on driving collectability alongside speed, stunts and storytelling with the launch of the exciting Monster Dome playset this summer. The track set can be configured into multiple layouts so preschoolers can re-create the action with their favourite Monster Machines. To support the fireblazing tentpole, Fisher-Price will introduce an exciting new interactive Transforming Fire Truck, which features over 25 different sounds and phrases. The range continues to expand in autumn/winter featuring new die-cast vehicles, character packs and an exciting new bath item.”
STEM skills to compete and complete the game’s 18 missions. Blaze and the Monster Machines really has roared into life and consumers can expect to see even more of this hit property as 2016 closes. Nickelodeon’s integrated approach to content and consumer product ensures there are opportunities for everyone involved in the brand.
17
A SPECIAL NICKELODEON PUBLICATION
15_17_Blaze_3.indd 17
24/05/2016 15:13
100 00_Nickelodeon Supp_2016.indd 100
20/05/2016 14:38
SHIMMER AND SHINE
Lighting
the way A new series based on the adventures of twin genies-in-training - Shimmer and Shine – has been a hit for Nickelodeon in the States and UK since it launched in 2015. With the second season already in production and the highly-anticipated products coming later this year, it’s an exciting time for everyone involved in this girls’ preschool brand.
S
himmer and Shine follows the magical adventures of Leah, a human who wins a genie bottle pendant at a carnival and is surprised to find that her prize comes with a bonus – twin genies Shimmer and Shine. The twins grant wishes for their newfound-friend Leah whenever she is faced with a challenge, however when using their magic, they
inadvertently create chaos. Leah and the genies learn from their mistakes and make things right. Shimmer and Shine is Nickelodeon’s hero preschool brand for girls in 2016, and quite rightly too. The show launched last June in the States on digital platforms and was the best ever digital launch for Nickelodeon. It started airing on Nickelodeon in the US in
August and has held the number one spot in its timeslot since then. And this success has been repeated in the UK as well. The show launched in November on Nick Jr. and was the number one show for that month. It continues to perform well, averaging 52.9 thousand individual viewers every episode. It comes to Milkshake in June, which will hugely expand its audience reach. Marianne James, VP Consumer Products, UK and Ireland and European Retail Sales and Marketing explains its success: “Shimmer and Shine has caught the imagination of girls everywhere. It’s Left: Leah and her genies often end up creating chaos, but always put things right again.
19
A SPECIAL NICKELODEON PUBLICATOIN
19_21_Shimmer and Shine_v2.indd 1
24/05/2016 14:39
A touch of ‘character’ to all bedrooms… A cosy, welcoming room full of fun & imagination, inspired by the most loved characters. Character World offers everything boys and girls need from bedding sets to fleeces, cushions, towels, ponchos, travel blankets, bean bags and rugs.
Get in touch to find out more about our full range of products.
100
© Copyright Character World Ltd web.characterworld.com tel.0845 004 9217 e.info@characterworld.com
00_Nickelodeon Supp_2016.indd 100
20/05/2016 14:11
SHIMMER AND SHINE
got it all: imagination, magic, humour and of course, some great stories. There’s a strong educational message too, teaching kids that it’s OK to make mistakes and explores the unintended, but often positive consequences of doing so.” Season two has already been greenlit and due out in the US in June. The new series will introduce new characters and a new genie world, but perhaps most exciting, the series will feature CG animation. “The world of Shimmer and Shine is incredibly opulent and ornate,” says Marianne. “And using CGI really enhances the detail.” The brand is developing a loyal and very engaged following with parents full of praise for the show on social media and blogs, with some posting photos and videos of their children dressing up as the characters. A Facebook page has genie craft ideas, promotes upcoming episodes and hosts competitions. Children can play Shimmer and Shine games on the Nick Jr. website and the Shimmer and Shine Enchanted Carpet Ride app helps preschoolers with basic maths, shapes, patterns and symmetry.
Above: The Shimmer and Shine Facebook page has genie craft ideas, promotes upcoming episodes and hosts competitions.
On the licensing side Fisher-Price has come on board as master toy partner, debuting the first Shimmer and Shine toys at New York Toy Fair in February. The collection includes dolls and accessories as well as plush based on the
genie pet characters, Tala and Nahal. Products will be available in the US and UK from the end of 2016. “We’ve been able to bring the toy lines to market extremely quickly, with the first toys hitting the shelves less than a year after the show started screening,” says Marianne. “There are already over 20 licensees signed up in the US, which shows just how popular Shimmer and Shine is. We’re talking to partners in the UK and will be rolling out apparel, dress up, arts and crafts and party ware in SS17.” Nickelodeon expects apparel will be a big category for the brand, with the show’s bright colours and intricate designs translating beautifully to not only core clothing, but accessories and dress up. “The characters, Shimmer and Shine are very fashionable and love sparkly and glittering clothing and accessories,” says Marianne. “We have brought this into the style guide, so that there are plenty of opportunities for licensees to do something really spectacular with the brand. The show itself features a number of consumer product friendly themes, such as ballet and princesses, so there’s plenty for all our partners to be excited about.” There is a lot of activity this year around Shimmer and Shine, including the new series, meet and greet events, digital support and of course the roll out of the consumer products at the end of the year.
Right: Shimmer and Shine at the New York Toy Fair 2016.
21
A SPECIAL NICKELODEON PUBLICATOIN
19_21_Shimmer and Shine_v2.indd 3
24/05/2016 15:14
100 Progressive Pre-School Template.indd 1 100 00_Nickelodeon Supp_2016.indd
16/05/2016 13:55:35 20/05/2016 14:20
HALF-SHELL HEROES
Teenage Mutant Ninja Turtles has been a massive hit for Nickelodeon, with a popular animated series, big movie franchise and strong consumer products programme. Now preschool fans have their very own Turtle heroes, in the form of Half-Shell Heroes. The Half-Shell Heroes’ toy line has been a major success with other consumer product categories to follow in 2016/17.
S
ince Nickelodeon’s relaunch of Teenage Mutant Ninja Turtles in 2012, the brand has gone from strength to strength, with the animated series in its fourth season and the second film coming to the big screen in June 2016. The core brand is targeted at boys aged 6 to 11 years, but with the introduction of the Half-Shell Heroes back in 2014, Nickelodeon has extended the Turtles into a whole new preschool demographic. In this case, the content did not come first. Half-Shell Heroes started as a toy line, with a softer, gentler look for the Turtles, as Marianne James, VP Consumer Products, UK and Ireland and European Retail Sales and Marketing, explains: “The Half-Shell Heroes are a stepping stone for kids before they get into ‘proper’ action figures. Half-Shell Heroes are the perfect introduction to Teenage Mutant Ninja Turtles for preschoolers before they move onto the core animated series.” Top: Half-Shell Heroes is extending into new product categories. Right: The HalfShell Heroes dinosaur range from Flair.
The toys are distributed by GP Flair in the UK and according to NPD figures from 2015 was the number one new preschool property (action figures), quite an achievement considering there has only been a one-hour TV special based on the HalfShell Heroes. “We’ve been able to come up with a version of the Turtles that resonates with a younger audience and parents, based almost solely on the strength of the core brand,” says Marianne. Nickelodeon is working with partners to bring Half-Shell Heroes to other consumer product categories. Centum Books is on board to bring story books, activity books, annuals, sticker books and novelty books with the first titles out in May 2016. A number of apparel partners have been signed, including TVM Fashion Lab and Cooneen, and the Ninja Corporation for outdoor
toys. Other new signings include Kokomo for health and beauty and Lightbody for celebration cakes. “This is a big year for Teenage Mutant Ninja Turtles, with the new film out in June,” says Marianne. “There is so much happening for the brand on all levels, and we expect that is going to impact on the HalfShell Heroes as well. It’s an exciting time to be involved with the Turtles.”
HERO TOYS
The Half-Shell Heroes has been a great success for Flair, as Nic Aldridge, marketing director at GP Flair explains: “The collection first went on shelf just before Christmas 2014 and at the time we thought it would do well as the market was in need of good older preschool boy’s toy brand, but it far exceeded our expectations. Now 18 months later, the brand is going from strength to strength, helped by the Turtles - Blast to the Past TV special and DVD release. We are seeing a great response to the Half-Shell Heroes range linked to the episodes which has introduced dinosaurs, another familiar play theme, into the mix. We also have some great new product development for AW16 and on into 2017 which we are all excited about.” Right: Nic Aldridge of GP Flair
23
A SPECIAL NICKELODEON PUBLICATION
23_Half Shell Hero_V2.indd 1
01/06/2016 15:24
100 00_Nickelodeon Supp_2016.indd 100
24/05/2016 09:11
LILY’S DRIFTWOOD BAY
THE MAKING OF LILY’S DRIFTWOOD BAY Creator, Colin Williams from Sixteen South explains how Lily’s Driftwood Bay came about: “Seven years ago, an artist called Joanne Carmichael got in touch with me. She sent some artwork that she had made from bits of pottery and glass that she had found washed up on the beach. I loved the idea of making art from things that people had thrown away, and spent the next five years creating a completely organic children’s television show where the world is created from over 10,000 pieces of beach treasure! Lily is a 6 year old girl who lives with her Dad in a single-parent family. She has sand under her fingernails, shells in her pocket and seaweed on her boots - she is spirited, passionate, kind, compassionate and caring. She’s not perfect though and can rush headfirst into a situation and annoy lots of people too. Lily’s Driftwood Bay is a storydriven show and we put a huge emphasis in writing stories that hold up a mirror to a child’s real world.”
Set sail for Driftwood Bay The multi-award winning and 2015 Bafta Children’s Award nominated series, Lily’s Driftwood Bay is making waves in the preschool world. Season two has been greenlit and Nickelodeon is working with a number of licensees on bringing some truly beautiful products to retail.
L
ily’s Driftwood Bay was created by Sixteen South – a production company in Northern Ireland – and the animation is made up from 10,000 original items found washed up on beaches. The main character is Lily, a little girl who lives with her dad in a hut on the beach. Every day, the sea washes up a new treasure, which sparks Lily’s imagination about what might be happening ‘across the way on Driftwood Bay’. And so the adventures begin! A star-studded cast, including Stephen Fry, Peter Mullan and Jane Horrocks, lend their voices to the beautiful 2D animated series. “The look and feel of the show is so different from anything else at the moment and it has a softer and gentler approach,” says Marianne James,
VP Consumer Products, UK and Ireland and European Retail Sales and Marketing. “The pace is refreshingly calmer than other preschool shows and it has a distinctive visual appeal and warm, wonderful characters. It has quickly become a firm favourite with preschoolers and their parents.” The show launched on Nick Jr. in May 2014 and Milkshake in April 2015 and has had 7.1 million viewers since launch. Season two has been greenlit and will be coming to Nick Jr. later in 2016. “Unusually for a preschool property we have launched with apparel, not toy,” says Marianne. “The brand lends itself to apparel with its soft Above: A display of Lily’s Driftwood Bay books in Easons Books in Belfast. Left: The first DVD, Message in a Bottle was released by Abbey Media in February.
Left: Colin Williams.
palette of colours, different textures and patterns.” Centum Books have published a number of lines that help to bring to life the creative elements of the show, and Abbey Media released the first DVD, Message in a Bottle in February, with further volumes to follow.
25
A SPECIAL NICKELODEON PUBLICATION
25_Lily’s Driftwood_v2.indd 1
24/05/2016 14:47
100 00_Nickelodeon Supp_2016.indd 100
20/05/2016 14:16
DIGBY DRAGON
Inset: The world of Digby Dragon is extremely detailed and beautiful.
A New Story Begins Due to launch on Nick Jr. this summer, Digby Dragon is a beautiful new animation inspired by the north west coast of Scotland. Although it’s still early days, Nickelodeon is picking this as ‘one to watch’, ticking all the boxes for its target audience of preschoolers aged 3 to 6 years.
P
roduced entirely in the UK by Blue Zoo Productions, Digby Dragon is the latest show in a long line of hits from the studio behind Tree Fu Tom, Q Pootle 5 and Alphablocks. Nickelodeon commissioned the first series of 52 episodes which will come to Nick Jr. this summer. The Nickelodeon team will also represent consumer products in the UK and Ireland. “Digby Dragon is a key new property for 2016 and one that we truly believe has the potential to resonate with families,” says Marianne James, VP Consumer Products, UK and Ireland and European Retail Sales and Marketing. “The animation is beautiful and everyone involved has spent a lot of time getting it right. We’ll be aiming at the family viewership, as we think with its strong look and beguiling storylines everyone will enjoy taking time out to watch Digby.”
The show follows the adventures of young Digby Dragon as he learns to fly for the very first time. Digby lives in Applecross Woods with his best friend Fizzy, a fumbling bumbling fairy; Grumpy, a knowledgeable goblin, and Chips, a scatter-brained, nut-obsessed squirrel. The world of Digby and his friends is driven by action and adventure with a strong sense of storytelling at its heart. Nickelodeon has a high-profile marketing campaign planned to support the launch of Digby in summer. This includes TV ad campaigns, extensive marketing and a strong PR push. “We’re very excited about this new show and we’ve been talking to partners about how to bring the beauty of Applecross Woods and the characters to life in consumer products,” says Marianne. “We’re
working with a host of different licensees to create a strong and compelling line of toys to complement the key themes from the show, particularly flight.”
BRINGING DIGBY TO LIFE Digby Dragon is a beautiful, heart-warming show that mixes fantasy with nature to produce exciting adventures full of joyful character comedy. “No expense has been spared to make the most beautiful and immersive world that preschool television has ever seen,” says Daniel Isman, COO of Blue Zoo Productions. “The detailed characterisation feels filmic, making the show feel like a heritage brand. With a perfect mix of adventure, drama, resolve and happy endings, the stories are sure to delight the audience, both young and old. With Digby selling right around the world, we look forward to the show becoming a huge licensing success.”
27
A SPECIAL NICKELODEON PUBLICATION
27_Digby_v2.indd 1
24/05/2016 15:10
is on a roll at VMC! HO T!
’16
e Jun vie o M
100 00_Nickelodeon Supp_2016.indd 100
23/05/2016 13:52
WISSPER
Below: Wissper and her animal friends
A new CGI-animated series about a little girl who has the magical ability to talk to animals, is proving a hit with preschoolers on Milkshake. Wissper only came to air at the end of 2015, but already has a loyal following especially with preschool girls.
Animal appeal W
issper, aimed at girls aged 3 to 7 years, centres on the eponymous heroine, a little girl with a very special talent for communicating with animals. Wissper lives with her family in an average house, but due to her loving connection to nature, she is able to travel to five different natural worlds from magical portals in her home. Using her special gift, she listens to the problems of all sorts of creatures and
helps solve them. “Wissper ticks a lot of boxes as an educational show for preschoolers,” says Marianne James, VP Consumer Products, UK and Ireland and European Retail Sales and Marketing. “Every episode Wissper is asked to help with new challenges, which she does by exploring different solutions by choosing an animal friend with the right skill to help her. Preschoolers are also engaged in constant exploration of their environment and repeatedly encounter unfamiliar situations and dilemmas. Each episode provides a backdrop for developing young children’s problem-solving skills.” The show is produced by m4e AG in Germany and Absolutely Cuckoo, the animation studio behind the BAFTA nominated Waybuloo. “The first episodes started on Milkshake mid-October
2015 and initial viewing figures are very positive,” says Marianne. Simba Dickie is on board as master toy for EMEA and will be releasing play sets, plush, puzzles and games, while Bastei Media will bring a range of books, apps and games to the market. “The show has a high licensing and merchandising potential linked to the five animal worlds that Wissper can travel to,” says Marianne. “There’s also a very strong educational element; children learn a lot about animals and their environments in the show. We know from research that entertainment with an educational aspect is something that parents value in a preschool children’s show.” Right: Bernd Conrad
THE MAKING OF WISSPER Wissper is already proving to be a hit with preschool girls, as Bernd Conrad, head of licensing at m4e AG explains: “Wissper is based on the concept that animals appeal to every child and every child talks to animals. So does Wissper – only, she can also understand the animals. Put that in a family background and add a touch of magic and you have the perfect recipe for an instant classic. The stories are always adventurous; Wissper is confronted with an animal and its problem – and she offers to help. To do so, she joins the animal in its natural habitat (in one of the five worlds of the series) where she can examine the nature of the problem and help. This offers plenty of possibilities for a toy line and for role play, as well as for content extensions. The colourful look of the series is perfect for licensed products.”
29
A SPECIAL NICKELODEON PUBLICATION
29_Wissper_v2.indd 1
24/05/2016 15:15
LICENSEES’ LISTINGS
Our Wonderful Licensees PAW PATROL TOYS AND GAMES Master toy partner Spin Master Toys HTI Sambro Tech 4 Kids/Character Options Puzzles and Games Cardinal Ravensburger Winning Moves Wheeled Kiddieland MV Sports & Leisure Sambro Outdoor Ninja Corp Peterkin Dress up Rubies Electronic learning Clementoni KD Group Leapfrog V-Tech
Accessories VMC Accessories William Lamb London Europe Sambro
HOMEWARE Bedding and Home Character World Delta Solution EU Spearmark UPGS Walltastic Worlds Apart
PUBLISHING Master publisher Parragon Books Ltd
Car Accessories Alligator Books
Books Hinkler Identity Direct Phidal Publishing Phoenix International Magazine Egmont UK Collectables Panini STATIONERY AND PARTY Stationery Copywrite Crayola Sambro Greeting cards Danilo
APPAREL AND ACCESSORIES Apparel TVM Fashion Lab Aykroyd & Sons TDP Textiles NJ Screenprints
Party Amscan International Posters
SHIMMER AND SHINE
Roy Lowe & Sons TDP Textiles TVM Fashion Lab
TOYS AND GAMES Master toy partner Fisher-Price Toys HTI Just Play/Flair Mega Brands Sambro Wicked Cool/Flair Wheeled HTI APPAREL AND ACCESSORIES Apparel Aykroyd & Sons Blues Clothing Cooneen by Design
30
Blues Clothing Roy Lowe & Sons Brecrest
GB Eye Pyramid
HOME ENTERTAINMENT NBCUniversal FOOD/CONFECTIONERY Confectionery BIP Kinnerton Cakes and baking Lightbody Symingtons Drinks Appy Food & Drinks HEALTH AND BEAUTY Clean Paper Jellyworks Kokomo RECREATIONAL Kiddy Rides Play by Play Rainbow Productions
Accessories Drew Pearson Sambro William Lamb PUBLISHING Master publisher Centum
HOME ENTERTAINMENT NBCUniveral
STATIONERY Sambro
FOOD/CONFECTIONERY Lightbody
HOMEWARE Bedding and Home Character World Spearmark Walltastic
HEALTH AND BEAUTY Kokomo RECREATIONAL Play By Play Rainbow Productions
WISSPER
FOR MORE INFORMATION
TOYS AND GAMES Master toy partner Simba
For licensing and retail opportunities surrounding any of properties including Digby Dragon please contact consumerproducts@nickelodeon.co.uk
30-IBC_Listings_v3.indd 2
24/05/2016 15:17
LICENSEES’ LISTINGS DORA AND FRIENDS TOYS AND GAMES Master toy partner Fisher-Price Toys Mega Brands Sambro
Aykroyd & Sons TDP Textiles Roy Lowe & Sons Accessories VMC Accessories William Lamb Sambro
Wheeled Kiddieland
PUBLISHING Master publisher Centum
Outdoor Ninja Corp Peterkin
STATIONERY AND PARTY Greeting cards Moonpig
Electronic learning Leapfrog V-Tech
Party Amscan International
APPAREL AND ACCESSORIES Apparel TVM Fashion Lab
HOMEWARE Bedding and Home Character World Delta
BLAZE AND THE MONSTER MACHINES TOYS AND GAMES Master toy partner Fisher-Price Toys HTI Mega Brands Sambro Wicked Cool/Flair Wheeled HTI Outdoor Ninja Corp Peterkin Electronic learning Clementoni APPAREL AND ACCESSORIES Apparel TVM Fashion Lab
Blues Clothing Aykroyd & Sons TDP Textiles Roy Lowe & Sons Accessories Drew Pearson Alfred Franks & Bartlett William Lamb Sambro PUBLISHING Master publisher Centum Books Phidal Publishing Phoenix International STATIONERY AND PARTY Greeting cards Moonpig
TOYS AND GAMES Master toy partner Playmates/Flair
Accessories VMC Accessories William Lamb Sambro Drew Pearson
Toys Mega Brands Sambro
PUBLISHING Master publisher Centum
HALF-SHELL HEROES
Puzzles and games Ravensburger Wheeled Sambro Outdoor Ninja Corp Peterkin Dress Up Rubies APPAREL AND ACCESSORIES Apparel TVM Fashion Lab
30-IBC_Listings_v3.indd 3
Books Phidal Publishing Phoenix International STATIONERY AND PARTY Stationery Sambro Greeting cards Hallmark Moonpig Posters GB Eye
Spearmark UPGS HOME ENTERTAINMENT NBCUniveral FOOD/CONFECTIONERY Food Beechdean Heinz Drink Appy Food & Drinks Cakes and baking Lightbody RECREATIONAL Play By Play Rainbow Productions Party Amscan International HOMEWARE Bedding and Home Character World Delta Spearmark HOME ENTERTAINMENT NBCUniversal FOOD/CONFECTIONERY Confectionery Beacon Confectionery Cakes and baking Lightbody HEALTH AND BEAUTY Kokomo RECREATIONAL Play By Play
Party Amscan International HOMEWARE Bedding and Home Character World Delta Spearmark UPGS HOME ENTERTAINMENT NBCUniveral FOOD/CONFECTIONERY Confectionery BIP Kinnerton Drinks Appy Food & Drinks HEALTH AND BEAUTY Kokomo
31 24/05/2016 15:17
Fo conta r licensin g ct co nsum and reta erpro i ducts l opportu n @nic kelod ities, eon.c o.uk
© Viacom International Inc. TEENAGE MUTANT NINJA TURTLES™ © Viacom Overseas Holdings C.V. PAW PATROL™ © Spinmaster PAW Productions Inc. Lily’s Driftwood Bay™ © Copyright Sixteen South Limited 2015. Wissper™ © 2016 Wissper Ltd. Digby™ © Fizzy Productions Ltd 2016. All rights reserved.
2016_NJ_TradeSupplementCover_Final.indd 2 Cover_Nickelodeon Supp_2016.indd 2
05/05/2016 15:21 15:00 24/05/2016