ST. LOUIS – Nickelodeon and Brown Shoe Company announced this week a strategic multi-property licensing agreement.
The kids TV channel and the shoe company’s Buster Brown & Co. kids’ division will collaborate to create and launch several lines of footwear based on Nickelodeon’s newest television programs, including The Backyardigans, a Nelvana-produced show. Nelvana is owned by Corus Entertainment.
The first four collections will ship to retail stores in July, just in time for the back-to-school season. The lines include a full assortment of casual shoes, boots, sport fusion athletic shoes and slippers featuring popular Nick Jr. characters from Go, Diego, Go! (for boys) and Backyardigans (girls and boys) for ages 2-6, as well as new girls’ fashion brands based on the Nickelodeon shows Unfabulous and Zoey 101.
Nickelodeon & Viacom Consumer Products manages the third largest licensing business in the world with US$4.7 billion in retail sales in 2004, from such properties as SpongeBob SquarePants and Dora the Explorer. The department handles the merchandising for Nick Jr., Nickelodeon, Paramount Pictures, Comedy Central, MTVN International, and Spike TV.
