23 is the magic number for Nickelodeon's Shimmer and Shine!
Nickelodeon and Viacom Consumer Products (NVCP) has signed 23 UK licensing partners for Nick Jr.'s magical animated preschool series, Shimmer and Shine!
The new partners cover a wide range of categories, with product lines arriving at retail in the coming months.
Marianne James, Vice President (VP) Commercial Partnerships, Consumer Products and Experiences for Nickelodeon UK & Ireland, said: "Shimmer and Shine is a brand with huge market potential and it is a key part of our pre-school roster. To launch at retail with so many licensees on board is a true testament to the strength of the property and with the imagination and creativity inherent to the series, I am confident that the results at market will be magical."
As master toy partner, Fisher-Price will design and launch basic and deluxe Shimmer and Shine dolls and accessories. Meanwhile Flair is set for an arts and craft range, and Mega Toys will manufacture an additional toy offering. HTI will look after pocket money toys, novelty toys, music toys and wheeled toys, with Sambro on board for additional pocket money, novelty and music toys, plus games, puzzles, stationery and bags.
Rubie’s Costume Company takes control of fancy dress for the brand and Centum Books will serve as master publisher. Rainbow Productions will provide costume characters for the property while Play by Play Toys & Novelties Europe will produce amusement plush items.
In the clothing category, TVM Fashion Lab has been signed for children's outerwear while Aykroyd TDP Licensing takes control of children's nightwear and underwear. Socks are set to be produced by Roy Lowe & Sons with CWI Holdings looking after leisurewear.
Lightbody has been signed for Shimmer and Shine cakes. Kokomo is on board in the health and beauty category, and Universal has taken home entertainment. Character World has taken on the property for bedding, beds and bedroom accessories with Spearmark winning the license for lunch bags, mugs, bed side lamps and lighting. Dreamtex will produce wallpaper and wallpaper borders while Walltastic have the license for designer wallpaper murals and décor kits. In accessories, Drew Pearson is on board for headwear and William Lamb for footwear. Trade Mark Collections is confirmed as UK partners for bags, umbrellas and luggage.
Nick Jr.'s Shimmer and Shine follows Leah, a little girl who wins a genie bottle pendant at a carnival and is surprised to find that her prize comes with a bonus - twin genies.
No matter what kind of trouble comes their way, the three friends show preschoolers that persistence and resilience always save the day. The series features a social-emotional curriculum highlighting the importance of teamwork, resilience and overcoming obstacles. The show is created by Farnaz Esnaashari-Charmatz (post-production supervisor for Dora the Explorer, Go, Diego, Go!) and produced at Nickelodeon Animation Studios in Burbank, Calif.
Currently in its second season, Nickelodeon recently renewed the series for a 20 episode third season.
The series airs every day on Nick Jr.
Sources: Toys 'n' Playthings, License! Global.
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