Paramount has announced its U.K. Consumer Products division has partnered with three U.K.-based black-owned small and medium-sized enterprises (SMEs) on new product ranges inspired by Nickelodeon’s live-action-comedy series, “That Girl Lay Lay.” 

The trio of partnerships will see family-run streetwear clothing brand, Dragons & Daisies, launch a range of “That Girl Lay Lay” apparel including sweatshirts, joggers, T-shirts, bucket hats and beanies. AIRFRO, a performance-driven haircare brand will launch a “That Girl Lay-Lay” Organic Freestylin’ Haircare Collection, and the creative accessory brand, I Am Enough Productions, will launch a range of backpacks, lunch bags, notebooks and pencil cases.  

The new partnerships will support Paramount’s commitment to diversity, equity and inclusion by further embedding inclusivity into all aspects of the business, reaching new spaces and reflecting the diversity of its audiences.  

“We are proud to partner with trailblazing organizations like Dragons & Daisies, AIRFRO and I am Enough Productions,” says Venetia Davie, vice president, consumer products, U.K. and Ireland, Paramount. “Paramount is focused on advancing diversity, equity and inclusion globally and the work we are doing with our partners is a testament to our shared belief that we have the power to transform the way people see themselves and each other.”  

Related:Nickelodeon's ‘That Girl Lay Lay’ to Launch Memoir and More Books

Paramount will also sponsor this year’s Cocoa Kids Career Festival, bringing a range of engaging experiences for kids and teens to enjoy. The festival, which takes place in London Oct. 30, will feature a Paramount section devoted to “That Girl Lay Lay” entertainment and workshops.