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NVCP reveals first pan-regional retail loyalty deal

Exclusive agreement with EU.Promotions launches across mass EMEA retail channels.

Nickelodeon & Viacom Consumer Products has teamed with EU.Promotions for the first exclusive Viacom retail loyalty agreement for Europe, the Middle East and Africa.

A series of pan-regional loyalty programmes will reward shoppers with a variety of Nickelodeon and MTV-branded merchandise at partnering mass retailers.

The exclusive three-year agreement will enable EU.Promotions to target a broad range of retailers across the EMEA region.

Programmes will be tailored to participating retailers including a selection of Nickelodeon and MTV rewards.

As part of the agreement, EU.Promotions has exclusive mass loyalty promotional rights for all NVCP brands including SpongeBob SquarePants, PAW Patrol, Teenage Mutant Ninja Turtles, Dora the Explorer, Blaze and the Monster Machines, Shimmer & Shine and JoJo Siwa, along with the teen/adult MTV portfolio.

In a range of different concepts, consumers will be able to collect Nickelodeon and MTV-branded rewards corresponding to different tiers of in-store spending. Incentives may also extend to experiences, such as tickets to local Nickelodeon and MTV events. Specific prizes will vary by location and retailer.

Dan Frugtniet, vp licensing and business development, NVCP, commented: “We are excited to expand our successful partnership with EU.Promotions across EMEA, further customising the retail experience for customers while engaging with and rewarding fans of Nickelodeon and MTV beyond the screen.

“We’re always looking to create new opportunities for our partners that ultimately benefit the consumer and there really is nothing better than being rewarded for shopping.”

Pierfranco Belfiori, group md at EU.Promotions, added: “We are delighted to extend our relationship with Viacom in this exclusive EMEA partnership.

“Over the last few years, we have combined forces to deliver numerous successful programmes across Europe, and we look forward to expanding this success to a variety of retailers across EMEA.

“We are looking forward to working with Nickelodeon’s broad range of iconic brands such as SpongeBob Square Pants, Teenage Mutant Ninja Turtles, PAW Patrol and more to bring solutions to our clients.”

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