Nickelodeon expands on Sambro relationship

New deal includes Nickelodeon and Nick Jr. branded product, plus select character brands.

Nickelodeon International has significantly expanded its relationship with Sambro.

The new pan-European, multi-year deal includes more properties, product categories and European markets.

As part of the expanded partnership, Sambro will develop a range of outdoor and novelty toys, arts and crafts, stationery and bags, plus new educational games and role play sets for Nickelodeon and Nick Jr. branded products, as well as select character brands.

“Sambro impressed us with their work on Nickelodeon Slime from January this year, and this new, expanded agreement signals our confidence in the relationship,” said Mark Kingston, svp, international, Viacom Nickelodeon Consumer Products. “We believe that the same creativity Sambro showed with Nickelodeon Slime will shine through in all of the properties covered in this new agreement.”

The partnership with Sambro is Nickelodeon’s broadest rights deal with a single partner in Europe.

A new product line will launch in spring/summer 2019 and will include PAW Patrol, Shimmer & Shine, Nickelodeon Slime, Nella the Princess Knight, Rusty Rivets and Nick 90’s among others.

Nikki Samuels (pictured), licensing director at Sambro, added: “Sambro love working with the Nickelodeon team and are delighted to secure a new long-term agreement which will allow us to unlock new product categories and extend our reach into more markets.

“The new collection will demonstrate our commitment to bringing fun and innovative products to market, that kids will love.”

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