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Nickolodeon and ViacomCBS Consumer Products Partner With Darryl ‘DMC’ McDaniels

The collaboration between Noggin and McDaniels features the music icon lending his voice to episodes of original series “What’s the Word?”

Nickelodeon and ViacomCBS Consumer Products (VCP) have announced a consumer products partnership with musician Darryl McDaniels, also known as DMC, and one of the founding members of the ground-breaking hip hop group Run-DMC.  

Under this agreement, McDaniels will partner with Nickelodeon and ViacomCBS Consumer Products for a cross-category consumer products program that includes apparel, a publishing deal with Random House Children’s Books and a collaboration with Noggin, Nickelodeon’s interactive learning service for preschoolers, for “What’s the Word?” a brand-new short-form series available now exclusively on the platform. 

This collaboration with Noggin features the music producer/performer lending his voice to all 15 episodes the original series “What’s the Word?” Each short-form animated music video features a new word–such as “cooperate,” “opposite” and “persevere”–for kids, while utilizing songs and fan-favorite characters from hit series, including “Blue’s Clues & You!,” “PAW Patrol,” “Bubble Guppies” and “Team Umizoomi,” to help illustrate and teach the meaning of the word. 

“Throughout my career, I’ve been very fortunate to have a diverse group of fans, including kids,” says McDaniels. “Working with Nickelodeon and ViacomCBS Consumer Products and having the opportunity to help make a positive impact on their lives and develop their self-esteem is so special to me.” 

Additionally, consumer products plans are underway for a selection of apparel and accessories inspired by McDaniel’s childhood that will be available exclusively on the Nickelodeon brand store on Amazon, along with a future collaboration with The Felix Organization, a non-profit organization and longstanding partner of ViacomCBS that was founded by McDaniels and casting director Sheila Jaffe, which aims to help enrich the lives of children in foster care. 

“Darryl McDaniels is a remarkable talent, with an equally inspiring background, who has positively impacted the lives of millions through his music and philanthropic work,” says Pam Kaufman, president, global consumer products, ViacomCBS. “We are so excited to work with him and extend his platform to reach today’s generation of kids around the globe with his message of empowerment, encouraging all kids to chase their own dreams.” 


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