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Exclusive: Brand Central to Rep ‘Are You Smarter Than a 5th Grader’ Reboot

Nickelodeon and MGM Television have announced the return of family game show “Are You Smarter Than a 5th Grader,” set to be hosted by John Cena, and have appointed Brand Central as the licensing agency for the series.

Brand Central represented the game show during its initial run between 2007 to 2015. The agency oversaw the series’ licensing program that generated more than $175 million in retail sales. For the reboot, Brand Central is building an all-new consumer products program with licensing partners in verticals including toys, games, publishing and educational products.

“With one of the most game-changing shows, ‘Are You Smarter Than A 5th Grader’ is coming back bigger and better than ever; we are excited that Brand Central will be returning and helping us secure best-in-class partners,” says Robert Marick, executive vice president, global consumer products, MGM. “Brand Central’s expertise will be critical for us in the development of a unique and exciting merchandise program.”

The rebooted series will feature all-new episodes hosted by John Cena, who will also serve as an executive producer. The new “Are You Smarter Than A 5th Grader” follows the original’s premise of adult contestants putting their knowledge to the test by answering questions taken directly from a standard elementary school curriculum. This updated version will also include new game elements such as an additional “cheat” option, new ways contestants can enlist the help of their grade-school classmates as well as a timed “final exam.”

“We’re thrilled to continue our relationship with the franchise ‘Are You Smarter Than A 5th Grader and the team at MGM,” says Ross Misher, chief executive officer, Brand Central. “With the proven success of the consumer products program the first time around, we are confident the property will resonate with a whole new generation of fans and consumers, especially with a powerhouse platform like Nickelodeon and superstar host John Cena.”

The new “Are You Smarter Than A 5th Grader” will premiere in the U.S. beginning Monday, June 10.

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