Wednesday, November 27, 2019

Nickelodeon Spreads Holiday Cheer with New Winter Wonderland Pop-Up Store

New pop-up will feature items from series such as SpongeBob SquarePants and PAW Patrol.


Nickelodeon has announced the launch of a winter wonderland-themed pop-up at Westfield Century City in Los Angeles, California!

Properties including SpongeBob SquarePants, PAW Patrol, JoJo Siwa, Nickelodeon Slime, Teenage Mutant Ninja Turtles and Blue’s Clues & You! will be featured in the shop. Products offered will include best-selling holiday toys, apparel, stocking stuffers, as well as multiple exclusive items.

Limited-edition product will include:

  • Louis De Guzman x J Balvin x “SpongeBob SquarePants” collection of apparel, accessories and furniture;
  • Romero Britto x “SpongeBob SquarePants” collection of apparel and accessories;
  • “PAW Patrol” felt applique apparel; and
  • AKID x JoJo Siwa denim jacket.

The all-new Nickelodeon shopping experience will also offer family holiday photo opportunities, including a giant wreath made of JoJo bows, life-sized characters and an animated LED character snow globe. Additionally, the shop will feature giveaways and DIY holiday crafts, along with meet and greets with characters such as SpongeBob, Chase from PAW Patrol and Blue from Blues Clues & You!

The news comes as Nickelodeon continues to invest in pop-up experiences featuring the brand's iconic properties, including a Good Burger pop-up restaurant, Nickelodeon Slime City, the Carney's Restaurant x Nickelodeon Slime takeover, and most recently, the SpongeBob SquarePants: The Bikini Bottom Experience.

From AdWeek:

Viacom Launches Its First Branded DTC Online Shops

Ecommerce and pop-up shops for SpongeBob and MTV are part of larger direct-to-consumer effort


Nickelodeon's pop-up shop is open through Dec. 31 at Westfield Century City in LA. Viacom/Nickelodeon

For anyone considering SpongeBob SquarePants merchandise and MTV sweatshirts as a holiday gift idea, Viacom is now giving consumers an option to buy exclusive products directly from the company.

Viacom Nickelodeon Consumer Products (VNCP), which oversees retail and merchandising for Viacom, has launched its first branded online shops as part of the entertainment company’s new direct-to-consumer efforts. Andrea Fasulo, svp of retail marketing for VNCP, said the company launched the websites to provide an alternative channel to reach its diverse fanbase, and highlight Viacom’s portfolio.

“The idea was to create homes where fans can find curated collections of products that are different from what you might find in traditional retail,” said Fasulo. “We want to create sites that serve these fans and provide us with [further] insight on types of products they want to see.”


SpongeBobshop.com includes holiday-themed items. Viacom/Nickelodeon

The websites sell items that include personalized and print-on-demand apparel, home goods and accessories. The SpongeBob site, which launched this past summer, includes products tied to the show’s 20th anniversary and the holidays. The MTV shop, which launched earlier this month, offers clothes and accessories themed around the network and shows such like Wild ‘N Out. There are also plans to include apparel themed around The Challenge, Catfish and Daria.

Limited-edition design collaborations are another feature of the ecommerce venture. For example, the SpongeBob shop currently sells products with a design from visual artist Louis De Guzman and musician J Balvin. Fasulo said selling these collaborations exclusively on the sites is a new strategy for Viacom to introduce fresh takes on older franchises and expose them to new audiences.

The initiative also includes a brick-and-mortar pop-up shop. Viacom opened the first Nickelodeon Holiday Shop earlier this month at Westfield Century City in Los Angeles. Open through Dec. 31, the shop sells SpongeBob items, as well as products from franchises like Teenage Mutant Ninja Turtles and Nickelodeon Slime—including a slime-making kit.

With the shortest holiday shopping season since 2013, Fasulo explained that opening a physical store provides an opportunity for the company to drive as much business during the holidays as it can. “This was the right time to launch the Nickelodeon pop-up so we could test new products and create buzz. We can tell our brand story to consumers as they shop,” she said.

To oversee the DTC program, Viacom has also appointed Aaron Cunningham as vice president of direct-to-consumer. Cunningham—who has 13-year background helming ecommerce for retailers such as Walmart and Goodbaby International—will lead product sourcing and merchandising for each website, along with marketing, user acquisition and developing VNCP’s future slate of sites and pop-up shops.

SpongeBobshop.com and MTVshop.com are the first of a group of online shops to sell products tied to Viacom brands and characters. Fasulo couldn’t divulge which shows, characters or networks will get their own site next—there could be more options as Viacom and CBS are set to finalize a merger—but noted the company is monitoring which fan bases are creating asks on social for insight.

And with the number of Americans buying DTC is expected to grow nearly 20 percent in the next five years, Fasulo also stressed that the program is a growing distribution channel for fans.

“The DTC model allows greater adaptability for us when it comes to fulfilling the needs of our fans,” said Fasulo. “It’s incredibly valuable to have this direct line of communication with fans.”

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From aNb Media, Inc.:

Viacom Nickelodeon Consumer Products Launches New E-Commerce Sites, Pop-Ups

Viacom Nickelodeon Consumer Products (VNCP) announced the launch of its first branded e-commerce websites, SpongeBobshop.com and MTVshop.com. The sites — now live for U.S. consumers — are part of VNCP’s forthcoming suite of online shops featuring products dedicated to Viacom’s characters and brands. In addition to the e-commerce websites, VNCP plans to bolster its direct-to-consumer efforts with brick-and-mortar retail pop-up shops. The first-ever Nickelodeon Holiday Shop opened on November 16 at Westfield Century City in Los Angeles.

Pam Kaufman, President, VNCP said, “The vision for our e-commerce websites and pop-up retail spaces are to create unique, one-stop-shop destinations for fans in search of exciting and hard-to-find products. VNCP’s strategy is to serve consumers across all ages, and our direct-to-consumer business furthers our ability to directly connect with fans and deliver the best selection of product.”

To oversee VNCP’s DTC efforts, the division also announced it has hired Aaron Cunningham as Vice President, Direct-to-Consumer. Cunningham joins VNCP with 13 years of e-commerce experience at top retailers, including Amazon, Walmart, Nordstrom, and Macy’s. In his new role, Cunningham will spearhead product sourcing and merchandising for each property website, as well as marketing, user acquisition and developing VNCP’s pipeline of future sites and brick-and-mortar pop-ups.

SpongeBobshop.com and MTVshop.com feature a mix of exclusive items, limited-edition collaborations, and product sourced from VNCP’s license partners. VNCP plans to expand the product offering with additional categories, signed memorabilia, and exclusives. This direct channel to fans will also inform future product assortments, as visitors of the websites will be encouraged to share their feedback on desired products.

The product assortment for both SpongeBobshop.com and MTVshop.com will include personalized and print-on-demand items not found anywhere else.

Key products on SpongeBobshop.com will include:

- Exclusive collection of SpongeBob SquarePants 20th Anniversary items
- Limited-edition collaborations from visual artist and designer, Louis De Guzman, and Latin superstar, J Balvin, as well as international pop artist, Romero Britto
- Categories include: giftables, apparel, accessories, and home goods

Key products on MTVshop.com will include apparel and accessories featuring the MTV brand, as well as popular MTV shows:

- Wild ‘N Out
- Yo! MTV Raps
- The Challenge
- Catfish
- Daria

In addition to VNCP’s e-commerce efforts, brick-and-mortar pop-up retail shops are part of its strategy. Nickelodeon’s first holiday retail experience is open at Westfield Century City from November 16 to December 31. The immersive pop-up features product from PAW Patrol, SpongeBob SquarePants, JoJo Siwa, Nickelodeon Slime, and Teenage Mutant Ninja Turtles alongside walk-around characters, giveaways, and special activities throughout the holiday period.

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From License Global:

MTV and SpongeBob Branded Ecommerce Websites Go Live

In addition to the ecommerce websites, Viacom Nickelodeon Consumer Products plan to open brick-and-mortar retail pop-up shops.

Viacom Nickelodeon Consumer Products has announced the launch of its first branded ecommerce websites, SpongeBobShop.com and MTVshop.com.

Both websites are part of VNCP’s forthcoming suite of online shops featuring products dedicated to Viacom’s characters and brands. In addition to the ecommerce websites, VNCP plans to open brick-and-mortar pop-up shops for their characters and brands as well. The first-ever Nickelodeon Holiday Shop opened Nov. 16 in Los Angeles, Calif.

“The vision for our ecommerce websites and pop-up retail spaces are to create unique, one-stop-shop destinations for fans in search of exciting and hard-to-find products,” says Pam Kaufman, president, VNCP. “VNCP’s strategy is to serve consumers across all ages, and our direct-to-consumer business furthers our ability to directly connect with fans and deliver the best selection of product.”

To oversee VNCP’s direct-to-consumer efforts, the division also announced it has hired Aaron Cunningham as vice president, direct-to-consumer. Cunningham joins VNCP with 13 years of ecommerce experience at top retailers, including Amazon, Walmart, Nordstrom and Macy’s.

In his new role, Cunningham will spearhead product sourcing and merchandising for each property website, as well as marketing, user acquisition and developing VNCP’s pipeline of future sites and brick-and-mortar pop-ups.

SpongeBobshop.com and MTVshop.com feature a mix of exclusive items, limited-edition collaborations and products sourced from VNCP’s licensing partners. The product assortment for both SpongeBobshop.com and MTVshop.com will also include personalized and print-on-demand items not found anywhere else. This direct channel to fans will also inform future product assortments, as visitors of the websites will be encouraged to share their feedback on desired products.

Both SpongeBobshop.com and MTVshop.com are now live in the U.S.

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From Kidscreen:

Nick ups DTC efforts with new hire, stores

Aaron Cunningham joins Nick in a newly created VP of direct-to-consumer role as the mediaco rolls out a new e-commerce site.

Viacom Nickelodeon Consumer Products is increasing its direct-to-consumer efforts with a new SpongeBob-themed e-commerce website and a holiday pop-up shop featuring its popular characters and brands. The SpongeBob site, SpongeBobshop.com is now available in the US while the first-ever Nickelodeon Holiday Shop opened on November 16 and runs until December 31 in Los Angeles.

The new website features exclusive items from SpongeBob SquarePant’s 20th anniversary, as well as apparel, accessories and home goods themed around the popular sea-sponge. The holiday pop-up shop meanwhile features products from popular brands, including PAW Patrol, SpongeBob SquarePants, JoJo Siwa and Teenage Mutant Ninja Turtles.

To further this direct-to-consumer growth, Viacom has hired former Walmart e-commerce exec Aaron Cunningham in the newly created role of VP of direct-to-consumer. In his new role, Cunningham will spearhead product sourcing and merchandising for the properties website, as well as marketing, user acquisition and developing the company’s pipeline of future sites and brick-and-mortar pop-up shops. Cunningham started in the role in October, according to a Nickelodeon spokesperson.

Cunningham joins Viacom Nickelodeon from Goodbaby International, where he was the global vice president of e-commerce at preschool consumer product maker, which makes strollers and kids’ car seats and toys. He also previously worked as Walmart’s senior director of business development for Walmart.com, and Walmart-owned online retailers Jet.com and Hayneedle.com.

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Original source: License Global.

More Nick: 'The SpongeBob Musical: Live On Stage!' to Debut on Nickelodeon in December 2019!

Originally published: Friday, November 8, 2019.
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