nick jr. supplement from Progressive Preschool / The Licensing Source Book

© 2017 Viacom. Shimmer and Shine, Blaze and the Monster Machines, Wissper, Nella the Princess Knight. © 2017 Viacom Overseas Holdings C.V. All Rights Reserved. PAW PATROL, Rustey Rivet © 2017 Spin Master PAW Productions Inc. All Rights Reserved.

© 2017 Viacom. Shimmer and Shine, Blaze and the Monster Machines, Wissper, Nella the Princess Knight. © 2017 Viacom Overseas Holdings C.V. All Rights Reserved. PAW PATROL, Rustey Rivet © 2017 Spin Master PAW Productions Inc. All Rights Reserved.

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The Home of Licensed Character Accessories

#1

Pre-School Toy Property

Season 4 launches Sept ‘17 26 NEW episodes

* Headwear * Cold weather Accessories * Sunglasses

Expanding girls options

New Look Coming Soon...

New characters to be introduced.

Season 5 launches May ‘17

Over 30 years old.

* Headwear * Cold weather accessories * Sunglasses * Tech Accesories

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WELCOME

NICKELODEON

N

ick Jr. is home to a multitude of new and exciting brands that appeal to millions of children right across the UK. We’ve got some incredibly successful brands in our portfolio at the moment – PAW Patrol, Blaze and the Monster Machines and Shimmer and Shine, to call out just a few. And it is these brands that are driving the success of the channel. We thought 2015 was a big year, but 2016 was even bigger, with our market share in all homes growing by a staggering 13% year on year, and 2017 set to be even bigger from a ratings perspective, and of course, for consumer products.

It’s no secret that PAW Patrol is leading the way for Nick Jr., but we’d like to share with you the rest of our preschool portfolio and introduce you to some properties that we’re very excited about – Nella the Princess Knight and Rusty Rivets.

And finally, I wanted to say a BIG thank you on behalf of the team, for all the great products that are being created by our licensee partners, and the support of all the buyers, licensing and marketing teams at retail – without whom we wouldn’t have seen the scale of success that we have.

Marianne James VP commercial partnerships, consumer products and experiences, Nickelodeon UK and Ireland

A SPECIAL NICKELODEON PUBLICATION

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NICKELODEON

CONTENTS 07 11 13 17 21 25 27 29 31 33

– 09 Nick Jr. Overview Milkshake! Overview – 15 PAW Patrol – 19 Shimmer and Shine – 23 Blaze and the Monster Machines Half-Shell Heroes Wissper Digby Dragon Rusty Rivets Nella the Princess Knight

This special Nickelodeon 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 2017: 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, omissions, nor can they accept responsibility for the standing of advertisers, nor any organisations mentioned in the text.

A SPECIAL NICKELODEON PUBLICATION

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Š 2017 Viacom International Inc. All Rights Reserved.

Nickelodeon, Shimmer and Shine and all related titles, logos and characters are trademarks of Viacom International Inc.

Fun new licensed dress-up for 2017!

ABLE L I A V A NOW

Š 2017 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.

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OVERVIEW

THE SMART PLACE TO PLAY

T

his past year has been a key one for Nick Jr., with the channel generating its highest-ever share in all homes at 2.4%, a staggering +13% year on year (YoY). In cable and satellite homes, Nick Jr. has enjoyed even more success recording a notable growth in reach while key competitors have recorded losses.

As well as building the popularity of established brands such as PAW Patrol and Blaze and The Monster

Machines, 2016 saw the launch new properties with the UK with original production Digby Dragon premiering on 4 July as the channel’s most successful weekday launch for live viewing.

BELOW: Meet and greets with characters are popular with young fans. RIGHT: PAW Patrol is the top kids’ CP property in the UK, pictured here a Marshall backpack from Sambro.

With hit shows such as PAW Patrol, Blaze and the Monster Machines, Shimmer and Shine and Rusty Rivets, Nick Jr. gives UK families great preschool content wherever they want it on air, online or in market with live shows, events and consumer products.

“On Nick Jr. we are led by the channel motto of Every Day is an Adventure and that feeling of adventure and exploration is present across all of the programming on the channel,” says Marianne James, VP commercial partnerships, consumer products and experiences, Nickelodeon UK and Ireland. “The Nick Jr. programmes are playful with storylines and content that complement the development of the preschool audience.”

With the Nick Jr. programming so strong it’s no surprise that four of the current top ten UK preschool properties air on Nick Jr. These are: PAW Patrol (which is also currently the top kids’ CP property in the UK), Peppa Pig, Blaze and the Monster Machines and Ben & Holly’s Little Kingdom.

“We’ve been very strategic with our brands, giving each the attention and the time that they

A SPECIAL NICKELODEON PUBLICATION

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*

N O I L L old!

I S s k M oo B 2 l o r t PAW Pa

Over

some activity books, Get ready for action with PAWrragon sticker books and gifts from Pa

Š2017 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. *Calendar Year 2016 Parragon Data.

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27/04/2017 11:38

OVERVIEW

ABOVE: Digby Dragon was the channel’s most successful weekday launch for live viewing. ABOVE RIGHT: Activities at intu shopping centres over Easter included selfie booths. RIGHT: Rusty Rivets is tipped to be the next big thing for Nick Jr.

need to launch successfully in the market before looking at the next launch,” says Marianne. “We are currently in a position where we have our largest ever preschool portfolio which includes some of the most popular brands in the UK. This position gives us a huge advantage when working with license and retail partners. We have a proven track record with our preschool IP so license partners trust us when we launch new brands and we are able to come up with creative campaigns that incorporate a wide range of Nick Jr. characters, making a real impact with audiences and consumers.”

Speaking of new brands, Marianne is excited about the opportunities that Rusty Rivets presents as she explains: “We launched new series Rusty Rivets in March. The show has been our must successful launch ever and it is continuing to perform extremely well on Nick Jr. Produced with Spin Master Entertainment, the series incorporates the maker movement with Rusty and his best friend Ruby creating new gadgets out of items that they find in their recycling yard.

The consumer products programme for this property is vast with so many opportunities for innovative lines due to the premise of the show. We think that the property will do just as well at retail as it has been doing on air.”

Aside from new content, Nick Jr. excels at providing kids and

families with experiences away from the screen. Bringing the characters out in experiential events in conjunction with retailers is a great way for kids to interact with their favourite brand, but also good for retailers in increasing footfall. One such partnership is that with the intu shopping centres. Launched over Easter, six specially-created augmented reality experiences can be accessed by scanning the images found within intu’s 14 shopping centres across the UK. This includes the chance to pose for a picture with the Shimmer and Shine genies and

play a Half-Shell Heroes game.

Looking ahead Marianne believes that there is a lot more scope in events and experiential events right across the Nick Jr. portfolio. “We expect that we will see growth in Nick Jr. events and experiences. We know that shared time is important to families and we are keen to give our audiences a way to experience their favourite shows and characters beyond the screen. The PAW Patrol Live tour comes to the UK this year and we expect that to be phenomenally successful. We are also looking to build on partnerships like the intu Easter activation where we can give families the opportunity to interact with the Nick Jr. brand.”

LEVERAGING THE NICK JR. BRAND Nickelodeon and Viacom Consumer Products (NVCP) teamed up with The Entertainer and Addo Play last year to launch an exclusive Nick Jr. branded Ready Steady Dough range. “This range is the first to licence Nick Jr. and beautifully illustrates the playful, engaging and fun nature of the brand,” said Marianne. “The Entertainer and Addo Play did a fantastic job in translating the core values and key creative of Nick Jr. into a product line that preschoolers love. We have seen tremendous success with our partnership with The Entertainer on the Ready Steady Dough range and we are looking to do more with the Nick Jr. brand in itself rather than just the show brands.”

LEFT: The Nick Jr. Ready Steady Dough range is exclusive to The Entertainer.

A SPECIAL NICKELODEON PUBLICATION

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nick a5 suppliment ad MKII.pdf

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Add some sparkle to the party

C

M

ER NEWWALKN R I O A LLO BA

Y

CM

MY

CMY

K

Let’s BLAZE!

©2017 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.

CY

TEL: +44 (0)1908 288 500 E-MAIL: sales@amscan-uk.co.uk WEB: www.amscan.co.uk ©Amscan 2017, ©Anagram 2017 All rights reserved

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SHAKING IT UP

MILKSHAKE!

Channel 5’s Milkshake! is home to some of the world’s favourite preschool characters and is the number one weekday breakfast destination for kids aged 4 to 15 years. The close partnership with Milkshake! enables Nickelodeon to share content and reach a wider audience – both on pay TV and free-to-air platforms.

M

ilkshake! is a brand leader for preschool television in the UK and packs in an exciting line-up of acclaimed programmes and beloved characters. 2016 was its strongest year to date among children aged four to nine, homes with kids and homes with kids aged up to three.

In 2016 Milkshake! was the number one breakfast destination (6-9am) for children last year with over 19 million viewers tuning into Milkshake!, including 50% of all children aged four to 15. This year is shaping up just a strong.

“The Nickelodeon and Milkshake! programming team work very closely together,” says Sarah Muller, Head of Children’s for Channel 5. “Although the two brands are very distinct with separate programming strategies, both teams are passionate about preschool audiences and bringing

ABOVE: Derek, one of the Milkshake presenters with Marshall in the studio.

UK families the best content.

We’ve had a long history working together, with Nickelodeon and Milkshake! both serving as broadcast co-commissioners on shows such as Peppa Pig and Ben and Holly’s Little Kingdom. Where it serves the audience, content can be shared across Nick Jr. and Milkshake! and we do work together to ensure that our brands get the greatest chance of success.”

PAW Patrol is far and away the most popular Nick Jr. property on Milkshake! But there has also been considerable success with Blaze and the Monster Machines, Shimmer and Shine as well as Digby Dragon. The

relationship also allows Milkshake! to share programmes with Nickelodeon as Sarah explains: “Wissper is recent a Milkshake! commission that has been shared with Nick Jr. Too. The series has enjoyed impressive audiences across both channels with a second season commissioned.”

With the increasing market share that VOD platforms command, broadcasters need to embrace digital, but it is still important for brands to be on TV. “Milkshake! programming currently accounts for 10 million content views across My5 every month, so we are very aware of the importance of digital,” says Sarah. “We strive to be able to provide content for audiences where and how they want it. Free-to-air is an important part of that and is the cornerstone of the Milkshake! brand. For property brands, there really is no other platform like TV for achieving reach and resonating with families.”

Sarah continues: “Over the next year you will see the Milkshake! launch of many new series from across the Nick Jr. portfolio, including the launch of Rusty Rivets which will help raise awareness of the show with a brand new audience.”

LEFT: The presenters are an important part of the success of Milkshake, performing dances and songs between shows.

A SPECIAL NICKELODEON PUBLICATION

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©2017 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.

#1 PRESCHOOL PROPERTY! FY 2016 TO MAR 17 TV ADVERTISED THIS SPRING! 12_Nickelodeon Supp 2017.indd 1

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PAW PATR L IS ON PHENOMENAL ROLL!

PAW PATROL

PAW Patrol continues to be a huge success on screens and shelves with the show rating number one across many territories and product selling out across markets. And the popularity of the property keeps on growing – in 2016 PAW Patrol was the number one preschool toy property in the UK, and number two toy property, second only to Star Wars. So what can you expect in 2017 from these plucky pups?

T

he adventures of the PAW Patrol pups - Chase, Marshall, Rocky, Rubble, Skye and Zuma - and all of their friends have really caught the imagination of children in the UK and increasingly, around the world.

PAW Patrol is the number one show on Nick Jr. with 30% of airtime on the channel dedicated to the series.

PAW Patrol counts for 16% of the programme share on Milkshake! and it is often the highest rated programme on channel 5 too.

There’s also been critical acclaim for the property, with PAW Patrol picking up two awards at the Licensing Awards in 2016 – Best Preschool Licensed Property as well as Best Licensed Toy or Game for Spin Master’s range. And, at the Toy of the Year awards in January 2017, the PAW Patroller from Spin Master won the Toy of the Year (Preschool) category too.

ON PATROL WITH SPIN MASTER Talking about the amazing success story of PAW Patrol, Emma Eden, marketing manager for Spin Master says: “PAW Patrol is beloved by pre-schoolers around the world, and continues to evolve with great programming, and imaginative toys and themes.

This spring PAW Patrol went to the jungle, and we introduced Tracker and his Jungle Cruiser. The pups’ adventures will continue as they sail to the rescue in series four!

Featuring an amazing sea-to-land transformation, the PAW Patrol Sea Patroller is the newest team vehicle that be will be launching later this year.”

UK and Ireland. “All our partners have really got on board with PAW Patrol and we’re seeing some fantastic consumer products on the shelves and really innovative retail executions.

We’ve got season four launching in September with new themes – Mission PAW and Sea Patrol. Of course there’ll be new pups and new vehicles and we can’t wait to see the reaction of the fans to the developments in the series.”

It’s the wide variety of themes and characters that gives retailers and licensees so much scope with the brand.

The Jungle Rescue theme in season three went down particularly well at retail with the toy range from Spin Master bringing in new playsets and vehicles, as well as the introduction of a new character – Tracker.

“We teased the arrival of the new pup on Nick Jr., Milkshake! and social media, but we were really quite surprised by how engaged the audience was in guessing what type of pup it would be,” says Marianne.

“Tracker debuted in November and

“2016 was an incredible year for PAW Patrol and 2017 looks set to be even bigger,” says Marianne James, VP commercial partnerships, consumer products and experiences, Nickelodeon

A SPECIAL NICKELODEON PUBLICATION

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ABOVE: The new Sea Patroller from Spin Master

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Licensing Sourcebook May-June Paw Patrol_OL.pdf

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was an immediate hit with the fans.”

PAW Patrol is proving a hit in the digital sphere as well. The PAW Patrol section on Nickjr.co.uk is the number one property page across the whole site. Young fans can play games, watch clips and download craft activities. There are also three apps available on both iTunes and Google Play.

Away from the screen, Nickelodeon & Viacom consumer products (NVCP) continues to grow the licensing programme in publishing, apparel, home furnishings, stationery, outdoor and FMCG. “Publishing in particular has been going exceptionally well for the brand,” says Marianne.

“It’s the 4th most popular UK character in publishing and the magazine is the 8th biggest title in the UK market. The success of the property ABOVE: Apparel sells well for Argos BOTTOM: Tracker makes his debut in season three. BELOW: New pup Tracker has his own game on Nickjr.co.uk.

in print has led to the frequency of the magazine being increased from monthly, to three-weekly A big focus last year was on expanding the consumer products specifically for girls aged 3 to 5 years old and focussing on products featuring the female pups – Skye and Everest. This has been extremely successful for Nickelodeon, especially in apparel. 2017 will see more SKUs aimed at girls in outdoor, home, stationery and CPG categories.

NVCP is also eyeing up the younger market, with a new style guide aimed at babies and toddlers, giving the pups a softer look. There’s also been some movement into FMCG with Heinz launching PAW Patrol shaped biscuits in its Heinz Baby range and a range of fromage frais launched by Yoplait.

“The fact that we’ve been able to launch into new categories so quickly really is a testament to Spin Master’s commitment and vision for the brand,” says Marianne.

“Spin Master has done an incredible job on the toy lines and the TV show is getting better and better. The road map for the future is really exciting. We’re completely aligned with Spin Master, which does make our job a lot easier.”

One of the most exciting development for the fans in 2017 will be PAW Patrol Live, a live stage show touring from

PAW PATROL

ABOVE: PAW Patrol Live has been a hit in the States and a UK version will tour from September.

August. A live stage show is already wowing youngsters in the States and Life Like Touring, VStar Entertainment Group and Nickelodeon will bring the live experience to the UK. BELOW: Girls’ apparel has been very successful.

RIGHT: PAW Patrol biscuits from Heinz Baby.

In the future, Nickelodeon will be exploring more of these types of experiential events. As Marianne explains: “It’s important that we can reach children on the ground as well, not just through screens.

We already have sets of costume characters with Rainbow Productions and they are continually booked out. We read such wonderful stories on social media about children meeting their favourite characters.

It’s important to us to be able to make these bonds with the fans.”

For the rest of 2017, and into 2018, with on-going new content, the right mix of Consumer Products, the expansion into girls, and new experiential activity, the PAW Patrol are going to fly - Pup Pup and Away!

A SPECIAL NICKELODEON PUBLICATION

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Your

Wish List Fun phrases & songs

See them magically ‘float’

Float & Sing Palace Playset

Doll Assortment Each doll comes with comb & shoes

Leah

Talking Assortment

What’s your wish?

Tala & Nahal

Shimmer Shine

Shine Shimmer

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Wish Bracelets Subject to availability. © 2017 Viacom International Inc. All Rights Reserved. Nickelodeon, Shimmer and Shine and all related titles, logos and characters are trademarks of Viacom International Inc.

27/04/2017 11:39

SHIMMER AND SHINE

A MAGICAL DUO The magical adventures of Shimmer and Shine - twin genies-in-training – are proving a hit with preschoolers on Nick Jr. and Milkshake! The toy line kicked off the Consumer Products rollout, at the end of 2016 with plenty more to come this year including a new third season, digital apps, and all other Consumer Products categories.

INSET: Shimmer and Shine get a CGI makeover for season two.

LIGHTING THE WAY

Mattel’s toy range nearly sold out when it was launched before Christmas in 2016. The range of dolls, playsets and accessories appeal to young girls, as Wendy Hill, brand activation director for Mattel explains: “We have had a great launch for the new Shimmer and Shine range, including really positive engagement with the trade as well as some great reviews from parental bloggers and vloggers who love the range. The range of beautifully designed dolls, playsets and accessories are great for encouraging role play and for children to ‘unleash their inner genie’ and the new Teenie Genie range is perfect for children to collect.”

S

himmer and Shine has been watched by over 9.5million viewers on Nick Jr. and Milkshake! since its launch on Nick Jr. in 2015. Season two premiered in the UK last September, with the show getting a new CGI look. The world of Shimmer and Shine is now much deeper and vibrant and, of course, more glittery, magical and sparkly - if that is at all possible!

The new CGI style has gone down well with fans, as Marianne James, VP RIGHT: Apparel has been particularly strong for the brand.

commercial partnerships, consumer products and experiences, Nickelodeon UK and Ireland explains: “The world of Shimmer and Shine is incredibly opulent and ornate and using CGI really enhances the detail. The show has caught the imagination of girls everywhere. It’s got it all: imaginative storytelling, magic and humour. Season three has been greenlit and will introduce new characters and explore more of the genie world.”

BELOW: Mattel’s playsets have been very popular.

A SPECIAL NICKELODEON PUBLICATION

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RIGHT: Accessories, such as the backpack from Sambro, are selling strongly.

Away from the screen, Shimmer and Shine has a strong digital presence with games on the Nick Jr. website and two iOS apps. Social media is also an important touchpoint with the Facebook page full of genie craft ideas, competitions and videos of upcoming episodes.

Nickelodeon and Viacom Consumer Products (NVCP) is developing plans for experiential marketing activity throughout 2017 based on the ongoing theme of friendship in the show. “We know children want to do more with their favourite shows other than watch them on-screen, so we need to cater to this demand,” says Marianne. “There are some really exciting initiatives coming out in 2017 and we’ll be working closely with retail partners on costume character visits, arts and crafts sessions, as well as developing online games and resources to help parents teach their children the benefit of teamwork.”

Consumer products got off to a strong start in the States, with over US$4 million in sales since hitting the shelves in July 2016. Fisher-Price’s basic dolls have been the top sellers, accounting for 65% of sales by the end of 2016. But the brand has been performing well in other categories too – the children’s dress up costumes were the number one costume at BELOW: Mattel’s new collectable Teenie Genies are selling well. RIGHT: Character World’s duvet set adds sparkle to any girl’s room.

Walmart for Halloween 2016 and it’s the number two brand in preschool publishing.

In the UK, consumer products rolled out in October 2016 with Tesco having an exclusive first-to-market, followed by other retailers before Christmas. Toys, apparel, dress up and arts and crafts all launched at the same time and have been incredibly popular. “We knew from the States that the toys would be big sellers,” says Marianne. “But we didn’t realise how big they’d be.

We know that many retailers sold out nearly straight away. Apparel has also been huge, which we had predicted.

The show’s bright colours and intricate designs translate beautifully to clothing, dress up and accessories.”

New product development is on-going with the next exciting new toy segment for Shimmer and Shine being the collectible Teenie Genies from Fisher Price. Wave one of the collectible figures came out in January in the US and over Easter in the UK. “The collectibles segment has really exploded in the past 12 to 18 months with the blind bag craze taking off

SHIMMER AND SHINE

across the world,” says Marianne.

“There are over 130 Teenie Genies to collect in lots of fun themes, including Dance Party, Music Divine, Dreamy Genies and Magical Market. And then there are the accessories to go with the collectibles, such as a carry case and collector’s guide.

It’s a very strong product line that adds another layer to the brand.”

NVCP has developed several seasonal style guides, giving licensees plenty of scope to do something creative as Marianne explains: “The characters are very fashionable and love sparkly and glittery clothing and accessories. We’ve been able to bring this into the style guides, so that there is a lot of freedom for licensees to do something a little different.”

There’s still a lot more to come for Shimmer and Shine. With a full consumer product roll out in AW17, the strong marketing programme and season three later in the year, this shimmering new preschool girls brand will certainly be shining for NVCP in 2017!

BELOW: Zeta the Sorceress and Nazboo are new characters in season two. RIGHT: Dress up has been strong in the States.

A SPECIAL NICKELODEON PUBLICATION

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THE HYPERLOOP PLAYSET CUSTOMISE TRACKSET INTO MULTIPLE LAYOUTS!

INCLUDES BLAZE AND CRUSHER TWO LAUNCHERS!

RC BLAZE

SLAM & GO CHARACTER VEHICLES

DIE-CAST CHARACTER VEHICLES

© 2017 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. ©2017 Mattel, Inc. All Rights Reserved.

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A BLAZE OF GL RY

BLAZE AND THE MONSTER MACHINES

Blaze and the Monster Machines has really struck a chord with preschoolers, with the show the second biggest on Nick Jr. and growing all the time. The third season launched in March and introduces new characters and play patterns, offering plenty of opportunities to continue expanding the consumer products programme. consumer products and experiences, Nickelodeon UK and Ireland. “But underneath that, the show introduces preschoolers to some basic STEM concepts, encouraging children to apply critical thinking skills. When we launched we knew we had a really unique proposition for preschool boys, but what has really surprised us is the engagement of the series with girls too. Starla (a cowgirl monster truck) is the second most popular character behind Blaze.”

B

laze and the Monster Machines continues to gain traction across all audiences. Perhaps most surprisingly is that the show is resonating with girls as well as boys. Consumer Products wise however, the target is absolutely preschool boys. Season two built on the momentum of season one, reaching on average 21% more viewers for each new episode. And season three is off to a flying start.

Blaze and the Monster Machines is unique to other vehicle brands in three key ways: episodes are on every single day of the year on Nick Jr., the transformations that Blaze and RIGHT: Sambro’s toy line is selling well.

pals undertake in every episode (eg: turning into a fire engine, helicopter, speedboat etc); and the very clear STEM (science, technology, engineering and maths) basis of every episode.

The show centres on the monster truck Blaze and his 8 year old driver AJ. The two have adventures that explore the physics of how things move, they solve problems with maths and discover the parts needed to make everyday technologies work.

“On the surface Blaze is a fast-pace action series based on monster trucks, races, chases, stunts and these amazing transformations that the characters undertake,” says Marianne James, VP commercial partnerships,

LET’S BLAZE Fisher-Price’s toy range has been a big hit across all categories. The range includes playsets, talking vehicles, transforming vehicles, plush and diecast collectables.

Wendy Hill, brand activation director for Mattel comments: “We’re really excited about the new Blaze Wild Wheels segment due to launch later this year, introducing a fun range of animal-themed vehicles and playsets including a die-cast character assortment, all inspired by the popular Nick Jr. TV series.”

ABOVE: Fisher-Price’s toy range has been extremely popular.

A SPECIAL NICKELODEON PUBLICATION

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© 2017 Vi Viaco acoom Interna nte tternatio tiiional nall IIn Inc. © 2017 Spin Master er.

CALENDARS, CARDS, GIFT WRAP & BAGS 01992 702 900 |sales@danilo.com | www.danilo.com Independent retailers contact Is It Art on 01926 747935

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@CalendarsUK

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RIGHT: The Ready, Set, Go marketing campaign brings on-air, online and retail together.

Season three came to Nick Jr. in March and introduced two new themes.

In the first – Light Riders - Blaze and his friends compete in a special night race as light-up trucks. Then, in AW17, comes Wild Wheels, where the crew discover Animal Island where they transform into animals and go on adventures across the island, encountering lots of creatures who just happen to be monster trucks with animal personas.

“Introducing these new themes in the show allows us to expand the consumer products line-up,” says Marianne. “Fisher-Price’s Light Riders range came to retail in April and has been selling really well.

The translucent vehicles feature lights which are activated by rolling the car forward. Wild Wheels is going to be a big theme leading up to Christmas and FisherPrice will have a great range to support this.”

Toys have been leading the way on consumer products, with the brand finishing 2016 as the number three licence in preschool/ toddler. This has paved the way for further success as Nickelodeon rolls out the brand into other categories, including publishing, apparel, stationery, outdoor toys, footwear, swimwear, confectionary, accessories and more.

“Apparel continues to build and we’ve recently updated the style guides to make the artwork brighter which works better for apparel,” says Marianne. “Sambro is doing well with its range of toy, stationery, bags and arts and crafts and HTI

is gearing up for a big summer with its range of wheeled toys.”

Looking further ahead in 2017, Nickelodeon will be focussing on bringing the brand to FMCG and is already in talks with licensees and retailers about a new product range.

Experiential is another area that is work-in-progress, as the team explores ways to bring the brand to life beyond the screen.

In support of the growing CP programme and new content, Nickelodeon & Viacom Consumer Products (NVCP) has created a Ready, Set, Go marketing campaign, that will be coming to the market later this year. Bringing on-air, online and retail

ABOVE: Light up Fisher-Price toys to support season three content.

LEFT: Blaze scooter from HTI.

BLAZE AND THE MONSTER MACHINES

together, the campaign is a 360 degree programme encouraging kids to play, explore and discover the world of science, technology, engineering and maths.

“We’re introducing new digital content including custom games, printables and short-form content to help parents teach their children in a fun way about STEM,” says Marianne. “At retail we’re looking at ways we can work with our partners on GWP promotions, competitions and other in-store activations.”

It looks as if 2017 is going to be a big year for Blaze and the Monster Machines, as the new season gets underway and the brand becomes more visible at retail as more partners come on board. The show strikes the right mix of entertainment and education which obviously has the young fans hooked.

RIGHT: In season three, Blaze and his friends light up and compete in a night race.

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© 2017 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. © 2017 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.

© 2016 Viacom International Inc. All Rights Reserved. Nickelodeon, Shimmer and Shine and all related titles, logos and characters are trademarks of Viacom International Inc. © 2016 Viacom International Inc. All Rights Reserved. Nickelodeon, Shimmer and Shine and all related titles, logos and characters are trademarks of Viacom International Inc.

© 2017 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. © 2017 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.

© 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 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.

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HALF-SHELL HEROES

TURTLES WILL BE TURTLES Aimed at preschool aged boys, Half-Shell Heroes is a younger take on the blockbuster franchise, Teenage Mutant Ninja Turtles.

With standalone content, a digital presence, and supported by the success of the core brand, the Half-Shell Heroes Consumer Products programme continues to expand into accessories, stationery, food, health and beauty and much more.

W

ith a softer look, a brighter palette and a focus on humour and brotherhood, as opposed to action and weapons, the Half-Shell Heroes brand has really struck a chord with preschoolers.

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 demographic and with great success too.

The toy line from GP Flair was launched in the UK in 2015, and in 2016, Half-Shell Heroes toys accounted for up to 26% of the total Turtles toy business, pretty impressive for something that has only been in the market for two years!

ABOVE: Through the power of the core Turtles brand, Half-Shell Heroes is having success in other categories.

TURTLE POWER The Half-Shell Heroes has been a great success for GP Flair as Anne-Marie Noon, Marketing Manager comments: “Half-Shell Heroes is a really important part of the Teenage Mutant Ninja Turtles franchise and as one of the biggest preschool properties it shows no signs of slowing down! The new Cowabunga Construction range launched this spring with articulated action figures and vehicles in assorted styles. The range has affordable price points and it combines the classic imaginative play pattern with the ever-popular construction theme, making it perfect for boys 4 to 6 years old.”

RIGHT: GP Flair’s toy line has been the stand-out success.

“Half-Shell Heroes continues to go from strength to strength, driven by the success we’re having with the core franchise activity,” says Marianne James, VP commercial partnerships, consumer products

and experiences, Nickelodeon UK and Ireland. “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.”

The brand is mainly supported by digital content with the Half-Shell Heroes portal on NickJr.co.uk an important platform for short video clips, games and activities.

“With no further new animation planned for Half-Shell Heroes, digital is the key way of keeping connected with our younger Turtles fans,” says Marianne.

The toy offering has been the stand-out success in 2016, with GP Flair adding new toys to its range for 2017. Apparel has been the other growth category with collections from TVM Fashion Lab and Cooneen doing particularly well at retail. The publishing line from Centum Books has also been a great success with sticker books, activity books and story books. Coming in 2017 is a new health and beauty range from Kokomo and celebration cakes from Lightbody.

The strength of the Half-Shell Heroes feeds from the overall strength of the Turtles franchise, which was particularly hot in 2016, with the live-action movie, and will continue to have exposure throughout 2017 with series 5 of the animated show premiering on Nicktoons with encores on Channel 5.

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COME INTO MY W RLD Wissper is proving to be a real hit for Milkshake! and is one of the preschool block’s top-viewed shows. The first consumer products for Wissper have just come to retail with toys leading the way. Publishing will follow soon with a full CP roll out across autumn and winter.

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issper, aimed at girls aged 3 to 7 years, centres on 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, Wissper listens to the problems of all sorts of creatures and helps her new animal friends find solutions.

ABOVE: Wissper doll from Simba Dickie. BELOW: The Milkshake website has Wissper games and activities.

Wissper launched at the end of 2015 on Milkshake! and is now one of the top-viewed shows on Milkshake!, regularly taking the top spot. In December 111,000 kids tuned into an episode of Wissper, the highest average audience that month. Season two of the series launches in early 2018 with 26 new episodes which will introduce new characters and new worlds for Wissper to explore. In the meantime, 26x 4min shorts, ‘Wissper’s Animal Wonders,’ will launch online, to keep awareness of the property high with audiences.

“Wissper ticks a lot of boxes as an educational show for preschoolers,” says Marianne James, VP commercial partnerships, consumer products and experiences, Nickelodeon UK and Ireland. “In 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.”

Master toy partner, Simba Dickie, released the first toys to market earlier this year, with Toys R Us having an exclusive on the range until early April. At the centre of the product offering is the 22cm Wissper starter set doll, which comes with a Peggy

WISSPER

figure (Wissper’s best friend) and accessories such as the panpipe which Wissper uses to access the magic worlds.

Coming later in 2017 will be Bastei Media’s publishing range, as well as apparel. “The show has a high licensing and merchandising potential and there’s also a very strong educational element; children learn a lot about animals and their environments from the show,” says Marianne. “We know from research that entertainment with an educational aspect is something that parents value in a preschool programme.”

HERE COME THE TOYS “Wissper is our biggest preschool launch this year and we have high hopes for the range, with a full 360⁰ marketing support programme including heavyweight TV,” says Mayur Pattni, Head of Marketing and Licensing, Simba Smoby. “The range includes mini figures, dolls, playsets, role play and plush. The reaction we got from retailers during Toy Fair was really positive with comments praising how strong the range looked to the animation, where we were told by one key retailer ‘it’s like the characters have walked out of the screen and onto the shelf’.”

ABOVE: The Wissper 2 in 1 Forest Playset from Simba Dickie.

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DIGBY IS READY TO FLY!

DIGBY DRAGON

When Digby Dragon launched last summer it was the most watched weekday launch ever for live viewing on Nick Jr. UK, with 74,000 children tuning in for the first episode, and its launch on Milkshake! in February also delivered incredible results.

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ommissioned by Nickelodeon UK and produced entirely in the UK by Blue Zoo Productions, Digby Dragon follows the adventures of Digby, a young dragon learning to fly. Digby lives in Applecross Woods with his best friend Fizzy, a fumbling bumbling fairy, Grumpy, a knowledgeable goblin; and Chips, a scatter-brained, nutobsessed squirrel. The world of Digby and his friends is driven by action and adventure with a strong sense of storytelling at its heart.

“Digby and his friends have really captured the imaginations of preschoolers,” says Marianne James, VP, commercial partnerships, consumer products and experiences, Nickelodeon UK and Ireland. “We were thrilled with the success of the launch and how well Digby continues to rate on Nick Jr, and how successful it’s proving to be on Milkshake!

The animation is simply beautiful and everyone involved has spent a lot of time getting it right.”

The Nick Jr. marketing and press teams ran a high-profile campaign to launch Digby last Summer, with a TV and YouTube campaign prior to the premiere, advertising on social media and Mumsnet and a glitzy,

star-studded Orange Carpet Premiere Party at Barbican Centre in London.

The success of Digby Dragon is flying the flag for British animation with the show now broadcasting in Asia, Australia, Canada, Denmark, Israel, Middle East, Portugal and USA with more territories still to come on board. “We’re very excited about the 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.”

BELOW LEFT: The premiere of Digby Dragon was held in the conservatory at the Barbican Centre. BELOW: Digby and friends have great adventures in Applecross Woods.

THE WORLD OF DIGBY Blue-Zoo Productions is renowned for developing, creating and producing stylish animations sold across the globe, including Alphablocks, Q Pootle 5, Olive the Ostrich, Go Jetters and Miffy. Daniel Isman, COO of Blue Zoo Productions comments on Digby: “No expense has been spared to make the most beautiful and immersive world that preschool television has ever seen. 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.”

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M DIFIED, CUST MISED, RUSTIFIED! A new CGI-animated series about a boy inventor is proving a hit with preschoolers on Nick Jr. in the US and UK. Rusty Rivets only launched in the US at the end of 2016 and in the UK in March, but it already has a loyal following, embracing the emerging maker movement.

R

usty Rivets is a new animated preschool adventure-comedy from the stable of Spin Master, targeting boys aged 3 to 6 years old. Its lead character is Rusty, a 10 year old designer, inventor and do-it-yourselfer who solves problems using ingenuity and wild, innovative inventions. The show aims to foster young children’s interest in innovation and creativity, a.k.a the maker movement.

“Rusty Rivets is completely unique to Nick Jr., there is nothing else like it,” says Marianne James, VP commercial partnerships, consumer products and experiences, Nickelodeon UK and Ireland. “Every episode Rusty and his friends are faced with a challenge which they solve using trial and error methods, finally achieving ‘the build’ – the final invention – which helps them BELOW: RustyRivets.com will become the digital hub for the brand.

reach their goal. It’s all about experimentation and discovery, hopefully inspiring children to create and build their own inventions.”

Rusty is joined by his best friend Ruby who also shares his enthusiasm for all things mechanical and electrical. She has even built her own robotic dog, Bytes. Rusty and Ruby both have a huge array of tools and gadgets, including tablets, tools and vehicles. They are helped on the builds by the Bits – little robot helpers.

The show launched in November 2016 in the US, with the premiere episode taking the number one spot in its time period across all cable channels. The show reached 4 million viewers in its first week. It was a similar story in the UK, with a big marketing push through pre-awareness campaigns on Nick Jr. and YouTube. An audience of just under 140k tuned into the premiere episodes in March, which was a huge 168% up on

RUSTY RIVETS

the slot average. It was the best ever Nick Jr. launch.

Spin Master is already working on the toy line which includes figures, playsets, maker and creator kits and role play items. The toy roll out is expected in early 2018 with other categories due to follow later that year.

Digital is also an important area for the brand, with a dedicated website – RustyRivets. com – launched earlier this year.

There are also a number of online games and apps in development.

“Rusty is one of the Nick Jr. focus properties for 2017 and we’re very excited about the potential for licensing,” says Marianne. “There’s a lot of strong content and the educational aspect lends itself to some exciting product ranges.”

MAKING IT GREAT! Phil Hooper, commercial director marketing for Spin Master UK comments on the potential of its latest property: “Our newest entertainment property, Rusty Rivets, is inspired by elements of the maker movement, and encourages imaginative and creative thinking as seen through our hero kids, Rusty and Ruby! The Rusty Rivets easy build preschool range combines an easy click building system which allows all the maker pieces to work together so kids can combine it and design it, just like Rusty and his friends!”

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Š 2017 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. Š 2017 Viacom International Inc. All Rights Reserved. NICKELODEON, SHIMMER & SHINE and all related titles, logos and characters are trademarks of Viacom International Inc.

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NO ORDINARY PRINCESS

NELLA THE PRINCESS KNIGHT

Launching in the UK on Nick Jr. in May, Nella the Princess Knight is Nick Jr.’s newest show for preschool girls. Nella is feminine but feisty with the series combining girl-friendly activities with heroic adventures.

N

ella the Princess Knight is a new 2D animated series based on a modern-day princess – who also happens to be a knight! Nella is a mixed-race, adventurous 8 year old who is not afraid to speak her mind. She wears a special heart-shaped pendant which acts as the stimulus for her transformation into a knight; to help solve problems and save the day. As a modern princess she doesn’t need a prince to rescue her – she’ll do the rescuing, thank you very much! The show gives equal weight to Nella’s beautiful gown and sparkly tiara as it does to her sword and suit of armour. Nella lives in Castlehaven with her mum, dad and younger sister, Princess Norma. Other key characters include her unicorn, Trinket and her best friend, Sir Garrett.

The first of 40 episodes of the show launched to huge

viewer numbers in the US in early February, with 1.06 million people watching the first episode.

“There are a lot of princesses out there and we had to think about what would make a Nickelodeon princess unique,” says Marianne James, VP commercial partnerships, RIGHT: Nella’s loyal friend, Sir Garrett.

consumer products and experiences, Nickelodeon UK and Ireland. “Girl empowerment really is part of Nickelodeon’s DNA, from Clarissa to Dora to iCarly, so a girl who transforms into a knight to save the day is exactly in line with what we believe is our mission.

Nella doesn’t have to be a princess or a knight she can be both.”

Vivid Imaginations was announced as master toy partner earlier this year and will lead the way on product development. “This is really exciting for us here in the UK, as we normally follow the States when it comes to toy development,” says Marianne. “But we’ll be leading the way.

And with a unique mix of play patterns featured throughout the series, including transformations, cool gadgets, tools, cute animals and great outfit changes, there’s a lot of opportunities when it comes to consumer products.” The first consumer products will come to retail in the UK in 2018.

GET READY FOR THE TOYS! Earlier this year Nickelodeon & Viacom Consumer Products appointed Vivid Group as international master toy licensee for Nella. Catherine Scott, Brand Manager for Vivid says: “We are delighted to be partnering with Nickelodeon on such a unique and engaging preschool property. Nella is an inspiring and empowering role model to young girls, and we are working ABOVE: hard to ensure our toys encapsulate those values, as well as the Catherine Scott excitement of her adventures. Our range, launching internationally throughout 2018, will include plush, dolls, figures, playsets, puzzles and games, but the team is most excited about Nella’s very special sparkly sword! We will be supporting the launch two TV spot creatives, and will be working closely with Nickelodeon on social media and experiential opportunities.”

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