Nick Teams with Sanrio for Japanese Blue’s Clues Launch

TOKYO/NEW YORK, October 18: Nickelodeon and Viacom Consumer
Products has entered into a partnership with Sanrio, which owns the rights to
the Hello Kitty brand, to develop the Blue's Clues property in Japan.

The co-licensing deal will see the two companies bring
together Blue, the puppy from the hit
preschool series Blue's Clues,
and the worldwide icon Hello Kitty, in a specially designed product line
created specifically for tweens and young adults. The new line is slated for a
spring 2007 launch.

In addition, Nickelodeon and Viacom Consumer Products has
granted Sanrio the master license for Blue's Clues across all toys, apparel, packaged goods, home
furnishings, stationery, gifts, accessories, consumer electronics, party
supplies and sporting goods. Blue's Clues merchandise will roll out in Japan in next summer.

"As a huge fan of Hello Kitty, it's exciting to forge a
creative partnership with Sanrio to co-develop and manage Blue's Clues,” said Leigh Anne Brodsky, the president of
Nickelodeon and Viacom Consumer Products. “It is
also a significant step in the growth of our business in Japan and a tremendous
opportunity to bring new creative dimensions to one of our most successful
properties. Blue and Hello
Kitty represent both Japanese and American
creativity and licensing success. Bringing the characters together in this
highly innovative product line will bring their popularity and charm to new
audiences."

Nickelodeon and Viacom Consumer Products began working with
Sanrio earlier this year on SpongeBob SquarePants, Dora the Explorer and South
Park in Japan. SpongeBob
SquarePants merchandise launched to select
retailers in January 2006 and has already generated $20 million at retail.