Nickelodeon has outlined its 2013 and 2014 strategy for three of its huge franchises: Dora, Turtles and SpongeBob.
All will receive new movies, which were teased to the trade at a Teenage Mutant Ninja Turtles event tonight (Pictured, Tuesday, October 16th), including a second theatrical release for SpongeBob Squarepants and a Ninja Turtles 3D movie produced by Michael Bay and Paramount. Both will hit cinemas in 2014 and be backed up with consumer products.
New TV show Teenage Mutant Ninja Turtles has got off to a flying start in the US, having reached 12 million viewers already. On its premier night in the UK earlier this month, Turtles was the number two animated programme and in Australia it secured the number one slot across Pay TV last week. A second season featuring new villains and themes is already in the works.
Nickelodeon has signed deals with ITV in the UK and TVE in Spain, and more broadcast announcements for the Turtles TV show will be confirmed in the next few weeks. The marketing campaign is ramping up too, with Turtles appearing at the European Music Awards soon.
For SpongeBob, a humorous adult-targeted clothing line is on the way, including ‘Keep Calm and Gary On’ T-shirts. The ‘Dare to be Square’ marketing initiative will be ramped up in 2013, and ‘It’s a SpongeBob Christmas’ special movie will arrive in Christmas 2013, complete with computer generated imagery and its own marketing campaign, as well as a range of consumer products.
Nickelodeon also revealed girls’ TV show Dora the Explorer will get a fresh 3D-style makeover, as well as fresh consumer products like the Dora baby clothing collection which will launch next year. Off-shoot property Dora and Friends will arrive in 2014 in the US, followed by international rollout.
Next year a new core style guide will be developed across boys, girls, teens and adults.
Speaking at the Turtles launch event in London, Michael Connolly, SVP of Nickelodeon Consumer Products, also revealed the firm’s five key strategies for growth.
“Today we have five key strategies that are going to propel our growth,” he said.
“First we’ll continue to build on the global success and phenomenon of the Spongebob franchise with innovative ideas, a second theatrical movie and outstanding marketing.
“Second, we’re grow our pre-school market share by not only continuing to invest and reinvigorate Dora the Explorer, but also by also launching movies and Bubble Guppies.
“Third, we’ll expand our toy business into the boys and girls aisles with the outstanding Teenage Mutant Ninja Turtles and Winx, which by the way are both selling like fire in the US.
“Fourth, because we’re kids first, not kids only, we’ll continue to leverage our adult portfolio, anchored by the MTV brand, to target consumers with lifestyle offerings.
“And finally, and perhaps most importantly, we will deepen and strengthen our relationship with retailers. We understand the value of focused, customised servicing to key accounts and are committed to doing this today and in the future.”
Want to receive up to the minute licensing industry news straight to your inbox? Click here to sign up for the free Licensing.biz Daily Digest and Newsflash services. You can also follow Licensing.biz on Twitter and Facebook.