Nickelodeon’s Marianne James on the global strength of Shimmer and Shine and why it’s destined for ever-green status

Can you give us an overview of the Shimmer and Shine consumer products programme, how many partners have you got on board to date?

Shimmer and Shine is a brand with huge marketing potential and is a key part of our pre-school roster.

Nickelodeon and Viacom Consumer Products has already signed 23 UK licensing partners for the series, covering a wide range of categories. To launch with so many licensees on board is a true testament to the strength of the property and I am confident that the results at market will be magical.

What kind of demand have you seen from kids and parents for Shimmer and Shine, has its popularity taken you by surprise?

A lot of research goes into our property development, so we were confident that Shimmer and Shine would resonate with pre-school audiences and their families.

The UK response to the show across Nick Jr. and Milkshake has been tremendous. We’ve been really pleased with the reaction we have seen in terms of ratings as it gives us a great base on which to launch consumer products.

What partners have you already got in place for Shimmer and Shine?

As master toy partner, Fisher-Price will design and launch basic and deluxe Shimmer and Shine dolls and accessories.

Meanwhile, Flair is set for an arts and craft range while Mega Toys will manufacture an additional toy offering. HTI will look after pocket money toys, novelty toys, music toys and wheeled toys and Sambro is on board for pocket money toys, novelty toys, music toys, games, puzzles, stationery and bags.

Rubie’s Costume Company is taking control of fancy dress for the brand and Centum Books is the master publisher.

Elsewhere, Rainbow Productions will provide costume characters for the property while Play by Play Toys and Novelties Europe will produce amusement plush items.

The robust line-up doesn’t end there, and in the clothing category TVM Fashion Lab has been signed for children’s outer wear while Aykroyd TDP Licensing is heading up children’s nightwear and underwear.

For sweet treats, Lightbody is developing Shimmer and Shine cakes, while Kokomo is on board in the health and beauty category and Universal has taken home entertainment.

Character World is working on bedding, beds and bedroom accessories while Spearmark has won the licence for lunch bags, mugs, bed side lamps and lighting. Dreamtex will produce wallpaper and wallpaper borders while Walltastic have the licence for designer wallpaper murals and décor kits.

In accessories, Drew Pearson is on board for headwear and William Lamb for footwear. Trade Mark Collections is confirmed as UK partners for bags, umbrellas and luggage.

Why do you think Shimmer and Shine will make such a big impact on the consumer products market?

Shimmer and Shine, much like PAW Patrol, is a property that will translate across all categories. Toys is obviously a key category for us and the line from Fisher-Price is beautiful with the art style of the series beautifully recreated into action figures, plush, play-sets and more.

We are also expecting that dress up will prove popular and feel confident that apparel, sleep ware and home wares will also perform very well.

In which categories do you expect to see the biggest growth?

Toys will be a pillar category for the property and we also anticipate apparel to be a key category because of the fashionability of the brand and beautiful creative assets.

Again, as you’d expect, Shimmer and Shine products will launch across all categories, firstly in those categories that are core for pre-school girls, and then more widely across everything else. We anticipate growth across all categories.

More and more, we are seeing greater emphasis placed on live experiences and audience engagement. What plans have you got for Shimmer and Shine in this space?

Shimmer and Shine costume characters have begun to appear in the US and at trade events in the UK and will be making appearances at various consumer facing events moving forward.

We have identified the desire for more ‘real-world’ interactions with our characters as an opportunity for the business and part of my new role is exploring how we can do this most effectively.

I am sure that Shimmer and Shine will play a key part in any in-market Nick Jr. activity.

Shimmer and Shine product has been available in the Nickelodeon Store in Leicester Square and children will be able to interact with characters via the digital apps that kids can play on the in-store iPads. The costume characters will also be paying visits to Nickelodeon locations very soon.

What has response to Shimmer and Shine been like from the wider retail space?

Response has been incredibly strong with key retailers and grocers on board for the property. We are working with retailers and product licensees on distinct retail promotions to make sure that Shimmer and Shine product continues to perform throughout the rest of the year and into next.

What plans have you got in place to cement Shimmer and Shine as an evergreen property for Nickelodeon?

We work closely with our scheduling and digital teams to ensure that new Shimmer and Shine content rolls out regularly and we plan special on-air events to make the most of product launches or special events. The series itself will continue to grow and characters develop which will continue to engage audiences and offer new opportunities for partners.

We’ll now be monitoring the ongoing success of the property and ensuring that we’re extending it into as many relevant categories as possible. We have a formidable list of licensees on board and incredible retail placement and will now focus on planning for 2017 to ensure we maximise the early success we are seeing with this great new pre-school girl’s property.

About Robert Hutchins

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

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