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Shimmer and Shine to Hit Retail in South Africa


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MILAN: Viacom International Media Networks Africa, Nickelodeon Viacom Consumer Products and Character Licensing & Marketing (CLM) South Africa are prepping a consumer products rollout for the preschool series Shimmer and Shine in South Africa that will launch this summer.

Mattel’s Fisher-Price is releasing the master toy line for the hit Nickelodeon show Shimmer and Shine, due to launch at key South African retailers in June. The products will be available at a range of outlets such as Toy Kingdom, Toys“R”Us, Hamleys, Toy Zone and Lilliput Toys, plus mass market retailers such as ShopRite Group and online retailer Takealot.com.

Ackerman has signed on as direct-to-retail clothing partner, and licensees such as PowerHouse, Global Source, First World Trade TCI and Life Authentic have all been commissioned by South Africa’s top mass and high-end clothing retailers (Edgars, Pick n Pay, Mr Price, Jet, Jam Clothing, Hub and Pep) to develop lines set for a summer launch. A range of outerwear, swimwear, sleepwear, footwear, fashion accessories and luggage is expected to launch in September and October. Just Fun Group is developing a peripheral toy program covering affordable puzzles, novelty and pocket money toys, and arts and crafts.

There will also be wheeled toys and role-play items from Just Play, musical instruments from HTI, partyware, fun lucky packets, bubble toys and novelty confections from Laceys Distributors, as well as Candy Toys. A local publishing program is also in development via Empire Group. Coloring and activity books will be available in South Africa from December. Starting in October, Character Group will be rolling out Shimmer and Shine products spanning from bedding, bedroom accessories, fashion accessories, bath and beauty products and beverages.

Dan Frugtniet, the VP of licensing and business development at Nickelodeon Viacom Consumer Products, said, “A host of early commitments from best-in-class licensees and top South African retailers is a testament to the huge strength and popularity of Shimmer and Shine, and very encouraging so early in the life of this new property.”

Farnaz Esnaashari-Charmatz, creator and co-executive producer of Shimmer and Shine, commented, “I’m so excited to bring smiles to the faces of Shimmer and Shine’s many South African fans by expanding the reach of these well-loved characters beyond the TV screen and giving them the opportunity to touch, play and interact with Shimmer and Shine in the real world.”

Graham Stephen, the managing director of Character Licensing & Marketing (CLM), South Africa, added, “The initial response to Shimmer and Shine has been incredible and CLM is confident that the international success will be mirrored locally. The brand has huge market potential and we are truly honored to be a part of Nickelodeon Viacom Consumer Products’ strong preschool offering.”



About Sara Alessi

Sara Alessi is the associate editor of World Screen. She can be reached at salessi@worldscreen.com.

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