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ViacomCBS bags raft of new and renewed partnerships for Nick Jr. favourites

ViacomCBS Consumer Products UK has revealed a clutch of new and renewed partnerships for its Nick jr. preschool properties, Pinkfong Baby Shark, PAW Patrol and Blue’s Clues & You.

The deals – which span all categories from apparel and toys, to toilet training solutions and outdoor furniture – reflect a buoyant year for the company’s consumer products business, with the UK delivering strong double-digit year-on-year growth.

Following the successful launch of Baby Shark’s Big Show on Nick Jr., Pinkfong Baby Shark will be represented by multiple brands including new deals with Toy Topic (toys) and Alfred Franks (sunglasses).

In addition, Solutions EU will develop toilet training products, while Alliance Medical will offer branded first-aid kits. Other categories include toys and outdoor furniture, arts, craft, novelty, sensory learning and educational ranges (RMS), as well as cupcakes (Symingtons). A renewed partnership with Character World for Baby Shark has also been agreed for the next two years.

RMS and ADDO will be bringing PAW Patrol to the novelty and arts and crafts space, while renewed agreements have been secured with Akyroyds TDP, MV Sports and Solutions EU.

Moving on to Blue’s Clues & You, and deals have been secured across multiple categories including apparel, accessories, home, arts and crafts, puzzles and outdoor sporting goods, together with FTM deals with Smyths and Character.com.

“Baby Shark, Blue’s Clues & You! and PAW Patrol are preschool favourites amongst young children and parents alike,” commented Venetia Davie, vp, ViacomCBS Consumer Products UK, Ireland, ANZ and Israel. “PAW Patrol has established itself as a true evergreen and continues to deliver. In 2021 we saw an uptick in consumer awareness and engagement with the release of PAW Patrol The Movie, which drove consumer products sales.

“In 2022 we are working closely with Spin Master Entertainment to maintain that momentum with three new content themes before moving into the pups ten-year anniversary and sequel movie in 2023.

“Blue’s Clues & You! saw strong sales out the gate – so much so that in 2021 our key challenge has been keeping toys in stock. Baby Shark is a very promising new franchises, and in 2022 we will see significant growth in both infant and preschool categories. It is a privilege to be the home of such strong preschool brands.”

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