The Entertainer has signed a long-term partnership with Nickelodeon and Viacom Consumer Products that will see the retailer develop a 26-strong range of Nickelodeon licensed products.
Products in the range include craft sets, science kits, a magic box and joke kit, with kits including Nickelodeon Glowing Gunge, Nickelodeon Explore The Body and Nickelodeon Sock Monkey.
All lines within the range are suitable for kids aged four and above.
The entire range will launch exclusively in all The Entertainer stores and www.thetoyshop.com from October 5th and will be supported by extensive PR and marketing activity to consumers across Q4 and the key Christmas buying season.
From mid-October, a marketing campaign will include product promotion across the Nickelodeon portfolio of networks. PR activity will include product reviews, competitions and sampling to national consumer media, online portals and bloggers, plus key sell-in to the broad number of gift guides across the Christmas season.
Experiential PR will include shopping centre activity and demonstration zones within Entertainer stores across the country.
"We are delighted to be partnering with Nickelodeon and bringing this fun and interactive licensed range to market," said Rebecca Rees, head of marketing and licensing at The Entertainer.
"We have developed a strong partnership with them over recent years and are delighted with the breadth of activities incorporated into these sets and the fun they will give to children.”
Marianne James, VP consumer products UK and Ireland & European retail sales & marketing, Nickelodeon and Viacom Consumer Products, added: “We’ve seen tremendous success with the licensing of Nickelodeon properties but this range really speaks to the overall strength of the Nickelodeon brand as a whole.
“Incorporating the fun, humour and hands-on ethos of Nickelodeon, these products are a brilliant way to encourage children to explore their world and be creative.”
The range will be available to view at the Nickelodeon stand during the upcoming Brand Licensing Europe show earlier in the month at Olympia.