Nickelodeon and Viacom Consumer Products has signed 23 UK partners for the Nick Jr. pre-school series, Shimmer and Shine.
As master toy partner, Fisher-Price will design and launch basic and deluxe Shimmer and Shine dolls and accessories. Flair is set for an arts and craft range while Mega Toys will manufacture an additional toy offering.
Elsewhere, HTI will launch pocket money toys, novelty toys, music toys and wheeled toys, Sambro is on board for pocket money toys, novelty toys, music toys, games, puzzles, stationery and bags while Rubie’s is on board for fancy dress.
Centum Books is the master publisher for the brand, Rainbow Productions will provide costume characters for the property while Play by Play Toys & Novelties Europe will produce amusement plush items.
In the clothing category, TVM Fashion Lab has been signed for children’s outerwear while Aykroyd TDP Licensing take control of children’s nightwear and underwear. Socks are set to be produced by Roy Lowe & Sons with CWI Holdings looking after leisurewear.
Lightbody has been signed for Shimmer and Shine cakes. Kokomo is on board in the health and beauty category, and Universal has taken home entertainment. Character World has taken on the property for bedding, beds and bedroom accessories with Spearmark winning the license for lunch bags, mugs, bed side lamps and lighting. Dreamtex will produce wallpaper and wallpaper borders while Walltastic have the license for designer wallpaper murals and décor kits.
In accessories, Drew Pearson is on board for headwear and William Lamb for footwear, while Trade Mark Collections has signed for bags, umbrellas and luggage.
Marianne James, VP Commercial Partnerships, Consumer Products and Experiences for Nickelodeon UK & Ireland, said: “Shimmer and Shine is a brand with huge market potential and it is a key part of our pre-school roster.
"To launch at retail with so many licensees on board is a true testament to the strength of the property and with the imagination and creativity inherent to the series, I am confident that the results at market will be magical.”