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Vivid named master toy partner for Nickelodeon’s Nella

Nickelodeon has named Vivid its international master toy licensee for Nella, in all regions excluding the US.

Under the agreement, Vivid will produce toys, including dolls, figures, play sets, plush and role play items for release in international markets in Spring 2018.

The animated series debuted on Nickelodeon in February and is slated to hit screens in other regions in April. Nella has won a dedicated fanbase due to its fresh spin on the cartoon Princess formula, with a proactive hero of dual heritage.

“Nickelodeon’s preschool properties have fueled the brand’s consumer products success abroad, and we look forward to even more growth in the space as we embark on this partnership with Vivid Group for Nella the Princess Knight,” commented Ron Johnson, executive vice president, Nickelodeon and Viacom consumer products (VIMN).

“Nella represents Nickelodeon’s unique twist on the traditional princess story, and we’re confident that Vivid is the right partner to bring this special property to toy aisles around the world.”

Eric Rossi, CEO at Vivid Toy Group, added: “We are delighted to be partnering with Nickelodeon on such a unique and engaging preschool property. Nella is an inspiring and empowering role model to young girls, and we look forward to bringing her Princess and Knight adventures to life through an innovative and comprehensive toy range internationally.”

About Robert Hutchins

Robert Hutchins is the editor of Licensing.biz and ToyNews. Hutchins has worked his way up from Staff Writer to the position of Editor across the two titles, having spent some six years with both ToyNews and Licensing.biz, and what now seems like a lifetime surrounded by toys. You can contact him by emailing robert.hutchins@bizmedia.co.uk or calling him on 0203 143 8780 You can even follow him on Twitter @RobHutchins3 if ranting is your thing...

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