Shimmer and Shine glistens in competitive pre-school space

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.”

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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