Shimmer and Shine glistens in competitive pre-school space

Following a great initial response to the accompanying Mattel toy line both here and across the pond, the Nickelodeon property is expected to make an even bigger splash at retail in 2017 with a wider product roll-out.
Publish date:
Social count:
0 shimmer and shine toys.jpg

Shimmer and Shine is to set a precedent as a leader in the pre-school market, a sector that according to Nickelodeon ‘has never been more competitive.’

Initial response to the Shimmer and Shine toy line from Mattel has reportedly been incredible, with toy lines launched in early October already securing a strong presence in the latest NPD data.

Expectations are now high for the Nickelodeon property as product enters its 2017 roll out amid high demand among key retailers for the brand including the likes of Tesco.

Targeting what has been billed as until now an ‘under-served pre-school girls’ market,’ Shimmer and Shine follows the adventures of two genies as they journey across the world of Zahramav Falls.

The series has been favoured for its use of imagination, magic fun and music to tell stories with ‘a strong base in the emotional-intelligence curriculum.’

“The UK pre-school market has never been as competitive as it is currently, all fighting for the shelf space at retail, but there is definitely space for a strong TV driven pre-school girls’ property,” Marianne James, Nickelodeon’s vice president, commercial partnerships, consumer products and experiences UK and Ireland, told ToyNews.

“The unique look of Shimmer and Shine will ensure that it has the stand out that is required to make its mark in the pre-school marketplace.”

Meanwhile, Mattel has championed the property as among those in its portfolio of younger years brands to be the focus of a major push for the UK business next year.

Dominic Geddes, Mattel’s VP and country manager, UK and Nordics, added: “Shimmer and Shine is going to be a huge one for 2017.

“We always thought it was going to be strong and it got off to a great start in the US.

“We are already seeing FSDU out there with no stock on it, so this is a clear indication that there is something very special here in Shimmer and Shine and what it is bringing to the pre-school girls’ market.”


Featured Jobs

Historic Royal Places Job Logo 620 x 349

Licensing Executive

Historic Royal Palaces (HRP) is a successful, high performing organisation built on strong foundations. An independent charity, we manage the Tower of London, Hampton Court Palace, the Banqueting House, Kensington Palace, Kew Palace and Hillsborough Castle in Northern Ireland. We help everyone to explore the story of how monarchs and people have shaped society in some of the greatest palaces ever built.

Universal Job Logo 620 x 349

Senior Graphic Designer, EMEA - Consumer Products

Working in tandem with the Product Development team and reporting into the Design Manager EMEA, the purpose of this role is to drive forward our creativity across all licensed consumer products. As part of the creative team, you’ll be developing exceptional creative assets and product concepts for numerous NBCUniversal franchises that inspire licensing partners across the entire region.

Aardman Job Logo 620 x 349

Brand Manager (Maternity Cover)

Part of the brand team, The Brand Manager works closely with several members of the department, including Studio Publicist, Community Managers, Licensing, Sales and Attractions and Live Experiences teams to implement local and international strategies in the form of brand plans and maximising on all activity surrounding the properties.

Vivid Job Logo 620 x 349

Digital Marketing Executive - Toys & Games

Vivid is Britain’s biggest toy company and the 20 largest in the world. With offices across the globe, they sell an amazing portfolio of toys and games to over 60 countries. Vivid is best known for its association with blockbuster brands and is very excited about future opportunities around the world.