Exclusive toy line will include Nickelodeon-branded craft sets and science kits.

Nickelodeon and Viacom Consumer Products has entered a long-term partnership with U.K. toy retailer The Entertainer for an exclusive range of Nickelodeon products.

Among the items that will be included in the 26 SKU line are craft sets, science kits, a magic box and a joke kit with names such as Nickelodeon Glowing Gunge, Nickelodeon Explore the Body and Nickelodeon Sock Monkey.

“We’ve seen tremendous success with the licensing of Nickelodeon properties but this range really speaks to the overall strength of the Nickelodeon brand as a whole,” says Marianne James, vice president, consumer products, U.K. and Ireland, and European retail sales and marketing, NVCP. “Incorporating the fun, humor and hands-on ethos of Nickelodeon, these products are a brilliant way to encourage children to explore their world and be creative.”

The line will launch at The Entertainer stores and online Oct. 5, and will be supported by extensive marketing activity through the holiday season.

In addition to an above-the-line marketing campaign, the partners are planning a number of shopping center activations and demonstration zones within Entertainer stores across the country. 

The range will also be showcased at the Nickelodeon stand during Brand Licensing Europe Oct. 13-15.

"We are delighted to be partnering with Nickelodeon and bringing this fun and interactive licensed range to market," says Rebecca Rees, head of marketing and licensing, The Entertainer. "We have developed a strong partnership with them over recent years and are delighted with the breadth of activities incorporated into these sets and the fun they will give to children.”