Nick Builds Play in U.K.

Nickelodeon Viacom Consumer Products U.K. is partnering with The Licensed Play Company under its Crazyplay brand to manufacture soft play equipment in a four-year deal.

April 6, 2018

1 Min Read

Nickelodeon will debut soft play structures this holiday season.

Nickelodeon Viacom Consumer Products U.K. is partnering with The Licensed Play Company under its Crazyplay brand to manufacture soft play equipment in a four-year deal.

The brand-new Crazyplay for Nickelodeon structures, a first for NVCP, will incorporate the broadcast network’s top brands such as “Teenage Mutant Ninja Turtles,” “SpongeBob SquarePants,” “Dora and Friends: Into the City!” and “Dora the Explorer” into a range of soft play sets. The line will be available in time for the holiday season in the U.K., Ireland and the Channel Islands.

“We’re incredibly excited to partner with Crazyplay on our first venture into soft play structures,” says Marianne James, vice president, consumer products, U.K. and Ireland, and European retail sales and marketing. “The fun and adventure embodied by our properties translates perfectly into soft play and opens up a new touch point for our audience to experience their favorite Nickelodeon brands."

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