Nickelodeon and WowWee Release Digital-First Content

Nickelodeon Digital Studios is putting a spin on WowWee’s “My Squishy Little Dumplings” by re-imaging them as a K-Pop group called “The Squish,” that makes S-Pop music.

“Kids and families from all over the world will adore ‘My Squishy Little Dumplings,’ the same way we do,” says Ashley Kaplan, senior vice president, digital studios, Nickelodeon. “We are so excited to create an environment where these characters can evolve and thrive, and kids can fall in love with them in a whole new way.”

The new content had a launch day on Aug. 13 called “Dumpling Day,” with a new music video on Nickelodeon’s and Nick Jr’s YouTube channel. The song, entitled “Can You Resist the Squish?” focuses on the personalities of Doe, Dip, Dee and Dot.

Along with the video, more music videos, behind-the-scenes content and videos from “The House Party” Tour can be found on Nickelodeon's YouTube channel throughout the year.

“When WowWee first showed us My Squishy Little Dumplings, we immediately knew these fun, surprising and loveable characters were a natural fit for the Nickelodeon portfolio,” said Jamie Drew, senior vice president, strategic partnerships and Americas licensing, ViacomCBS. “We’re thrilled to work with such a creative and innovative partner to launch this digital-first execution.

“We know kids everywhere are going to love the ‘My Squishy Little Dumplings’ digital content on Nickelodeon’s digital platforms just as much as we do,” says Sydney Wiseman, vice president, brand development & creative strategy, WowWee. “Nickelodeon is the perfect partner for us to bring the Dumplings into this next phase of fandom around the world.”