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ViacomCBS: Reeling it In

ViacomCBS is leveraging its roster popular of IPs in new ways for growth.

When it comes to connecting with audiences of kids and adults, there’s no question that Nickelodeon has an impressive stable of treasured intellectual property. Optimizing the reach of its IPs across new platforms and in product categories promises to up the game in big ways. 

“At ViacomCBS, franchises are a driving force behind our business, our brands and our 

retail programs,” says Veronica Hart, executive vice president, global franchise planning, ViacomCBS Consumer Products. “Nickelodeon has the most beloved and recognizable characters and some of the biggest consumer products franchises in the world, including ‘SpongeBob SquarePants,’ ‘Star Trek, ‘Teenage Mutant Ninja Turtles,’ ‘PAW Patrol’ and many more.” 

Hart points to the company’s new Paramount+ streaming service, along with linear, digital and other channels to reach consumers. New offerings include an expanded “SpongeBob SquarePants” universe; the first kids-oriented animated “Star Trek” series, “Star Trek: Prodigy;” a new “Teenage Mutant Ninja Turtles” movie with actor Seth Rogan; and the coming theatrical release of “PAW Patrol: The Movie.” 

“Our team is so enthusiastic about the massive potential of our expanded preschool slate and the expansion of our multigenerational and boys-action content that is being developed for a new generation of kids and fans,” says Hart. 

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