ViacomCBS Consumer Products U.K. Reveal Partnerships for Nick Jr. Properties

Multiple deals were signed for “Baby Shark,” “PAW Patrol” and “Blue’s Clues & You!”

License Global

November 19, 2021

2 Min Read
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ViacomCBS Consumer Products U.K. has announced new and renewed partnerships for its Nick Jr. preschool properties, “Pinkfong Baby Shark,” “PAW Patrol” and “Blue’s Clues & You!” The deals span categories from apparel and toys to toilet-training solutions and outdoor furniture. 

Following the launch of “Baby Shark’s Big Show on Nick Jr., the IP will be represented in 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 & crafts, 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. 

“PAW Patrol’s” success on the small screen and in cinemas, together with the recent announcement of the upcoming “PAW Patrol: The Mighty Movie,” is behind the franchise’s continued expansion with RMS and ADDO bringing PAW Patrol to the novelty, arts & craft space in new deal agreements. Renewed agreements with Akyroyds, TDP, MV Sports, Solution EU have also been signed. 

“Blue’s Clues & You!” has experienced strong sell-through at George at Asda. A raft of deals for the property have been secured across multiple categories including apparel, accessories, home, arts & crafts, puzzles and outdoor sporting goods, together with first-to-market deals with Smyths and 

“‘Baby Shark,’ ‘Blue’s Clues & You!’ and ‘PAW Patrol’ are preschool favorites amongst young children and parents alike,” says Venetia Davie, vice president, ViacomCBS Consumer Products, U.K., 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 10-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 pre-school categories. It is a privilege to be the home of such strong pre-school brands.”  


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