Nickelodeon eyes global growth with new store openings across EMEA

Nickelodeon has detailed its plans to open a string of new stores across the UK and Europe.

The children’s entertainment firm has told ToyNews that its flagship London store is just the beginning for its retail arm.

Over the next 18 months, Nickelodeon plans to launch a raft of stores to rival the likes of its Leicester Square location, which is currently celebrating its one year anniversary.

The team is set to open its first outlet in Dubai and has set its sights on expanding across Asia, Latin America, the Middle East and Europe.

“We have seen a tonne of interest and demand for a Nickelodeon retail presence across the globe,” said Lisa Silverman Meyers, senior vice president of operations and business planning for Nickelodeon and Viacom Consumer Products.

“In the UK, we are still looking at where to put the stores. We want to be really thoughtful and continue to make it very special. The ideal would be to have a Nickelodeon Store on every High Street in London.”

The firm’s Leicester Square store is now one year old, and Nickelodeon is determined to make its second year in UK retail ‘bigger and better than before.’

“For the London store, we are gong to be looking at adding some different categories and striking new partnerships,” said Myers.

Alongside ‘delivering newness’ to the consumer, Meyers revealed that Nickelodeon has seen a recent surge in demand for the more retro properties too.

“We have been surprised by just how much people are loving the retro assortments we have, such as The Rugrats and Ren and Stimpy,” she said. “This is something we want to step up and continue to offer consumers for the coming year.

“As in everything we do, we are always pouring over our data and are looking to bolster our offering in the London store, adding categories and hopefully continuing to drive that strong consumer engagement we are seeing.”

A hotspot for tourism and consumer activity, Leicester Square is also readying for the arrival of a new LEGO store, a development that Myers has welcomed as yet another means of driving footfall towards the centre of London.

“We love the news of a LEGO Store landing in London,” continued Myers. “We are big fans of the team and to have another retail store like that in Leicester Square is nothing but good news for us.”

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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