Nickelodeon extends deal with Fisher-Price - Licensing.biz

Nickelodeon extends deal with Fisher-Price

New multi-year pre-school master toy agreement secured.
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Nickelodeon has renewed its global licensing partnership with Fisher-Price to develop toys based on its pre-school properties.

Product categories including infant and pre-school toys, plush, figures, vehicles and play-sets are all covered in the agreement.

Highlights for 2012 will include a new toy line developed for Team Umizoomi. Pre-schoolers will be able to build on maths skills and concepts, like counting and measuring, with the Come and Get Us Counting Umi Car, launching in the autumn.

In addition, building on the past success of Fisher-Price toys inspired by Dora the Explorer, new products for 2012 will include dollhouses, dolls and play-sets among others.

In time for the London 2012 Olympics, the Fantastic Gymnastics Dora doll has two gymnastic routines and seven unique moves, from splits to handstands and back bends. The new Playtime Together Dora & Me Dollhouse unfolds to reveal lots of floorspace and six rooms, plus there are over 30 sound effects and both Spanish and English phrases.

"With Fisher-Price, we will continue to create engaging toys and unique play experiences for our pre-school properties to deepen kids' connection with these beloved characters, and to extend the educational value of our programming," said Sarah Kirshbaum, COO at Nickelodeon.

David Allmark, EVP at Fisher-Price, added: "We're so pleased about our continued relationship with a true innovator in high quality entertainment. Our alliance is a great fit for Fisher-Price as we bring Nickelodeon's robust screen content to life in toys that offer children an immersive play experience in their favourite character's world."

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