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‘The demand for all things JoJo only gets greater’

Nickelodeon reveals swathe of partners as UK licensing programme begins for JoJo Siwa.

Nickelodeon and Viacom Consumer Products has kickstarted the UK licensing drive for JoJo Siwa – revealing that 19 partners are on board across a raft of categories.

And the company is expecting the programme to be even bigger by the end of the year, too – with Marianne James, vp commercial partnerships, consumer products and experiences for Nickelodeon UK & Ireland, saying that “the demand for all things JoJo only gets greater”.

Marianne added: “JoJo is a true phenomenon here in the UK and to have so many licence partners on board is a testament not only to her popularity, but the scope of her fun, colourful, bow-tastic brand that lends itself perfectly to a wide range of consumer products.”

Just Play (distributed by Flair) is on board for dolls, role-play and plush, while Spin Master is handling creative play. Cardinal has puzzles and games with Sambro across role-play, creative play, accessories, footwear, arts and craft, stationary and social expressions.

Worlds Apart has signed for consumer electronics and furniture; HTI is on board for role-play cosmetics and consumer electronics; Kokomo will manufacture health and beauty; while Imagine 8 will handle accessories.

Kid Designs takes on consumer electronics, while Addo signs on for plush and health and beauty with its line at The Entertainer.

Danilo is licensed for stationary and social expressions; HER and Scaredoo will generate accessories; Rubie’s will be looking after costumes; with Centum across publishing.

Into apparel and homewares, Cooneen and Misirili will make nightwear and essentials; Smith & Brooks is set to create fashion apparel; Character World is producing bedding; and Merchmaker has signed for on-demand brand merchandise.

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