Thursday, May 30, 2019

Brand Central to Rep Nickelodeon and MGM's ‘Are You Smarter Than a 5th Grader’ Reboot

Nickelodeon and MGM Television have appointed Brand Central as the licensing agency for their upcoming revival of the family favorite game show, Are You Smarter Than a 5th Grader, License Global reports!


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 (USD) 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 WWE superstar 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 launch on Nickelodeon USA with a week of premieres beginning Monday, June 10, at 7:00 p.m. (ET/PT). Hosted by John Cena, who also serves as executive producer, the new series follows the original premise of kids helping adult contestants put their knowledge to the test with questions taken directly from an elementary school curriculum. New episodes will continue to air Monday, June 17, through Wednesday, June 19, at 7:00 p.m. (ET/PT), before moving to its regular Monday timeslot on June 24 at 7:00 p.m. (ET/PT).

Joining Cena this season is a rotating cast of 12 brainy fifth graders: Amira from Orlando, Fla.; Chloe from Queens, N.Y.; Colin from Dallas; Cooper from Porter Ranch, Calif.; Isabella from St. Cloud, Fla.; Jamir from Atlanta; Mia from New Orleans; Nick from Broomall, Pa.; Patrick from Lehigh Valley, Pa.; Quinne from Los Angeles; Saya from Peachtree City, Ga.; and Tristan from Aurora, Ill.

Nickelodeon announced plans to revive Are You Smarter Than A 5th Grader as part of Nickelodeon's 2019 Upfront, and forms part of the network's slate of new programming for the whole family.

Nick’s insights reveal that family time is the most important passion point for kids and parents today, with their top priority being to spend time together and look for opportunities through shared experiences. Today’s families state that watching TV together is their favorite activity, corresponding to the current 10-year high in co-viewing, where 44% of kids’ viewing is with an adult. To capture co-viewing opportunities, Nick is producing shows with built-in appeal to every family member, including: The Substitute (hidden camera prank show), Are You Smarter Than A 5th Grader (reboot), Are You Afraid of the Dark? (revival miniseries) and All That (revival).

For the reboot of Are You Smarter Than A 5th Grader, Mark Burnett, Chairman of Worldwide Television, MGM (Survivor, The Voice) and Barry Poznick, President, Unscripted Television, MGM (Beat Shazam, The World's Best) will return as executive producers of the reboot, which places kids squarely in the center of the action. Production of Are You Smarter Than A 5th Grader for Nickelodeon is overseen by Rob Bagshaw, Executive Vice President, Unscripted Content.

More Nick: Nickelodeon Embarks on New Direction with its Biggest, Most Wide-Ranging Content Slate Ever!
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