NVCP Signs New European Toy Deal

LONDON/NEW YORK, January 12: Nickelodeon and Viacom Consumer Products (NVCP) has closed a licensing deal with Spain’s IMC Toys to develop a new line of electronic musical instruments and walkie talkies inspired by Nickelodeon’s hit preschool property Dora the Explorer.

The range will roll out across 33 European territories, including France, Germany, Italy, the Netherlands, Spain and the U.K. Examples of products, expected to hit retail in fall 2009, include a Dora the Explorer keyboard and electric guitar, xylophone, microphone and musical mat, as well as a walkie talkie set and secret diary (except in the U.K.), which comes with a magic pen to ensure that all secrets become instantly "invisible."

"Research has shown that children are inherently open to music and with its strong musical attributes and play-to-learn philosophy, the property Dora the Explorer lends itself perfectly to musical instruments," said Jean-Philippe Randisi, the senior VP and managing director of NVCP for Europe, Near East and Africa, Canada and Latin America. "I’m delighted to be partnering with IMC on such an innovative deal which extends children’s experience of the show they love and look forward to seeing these unique products rolled out across Europe and the Near East."

"IMC has been recognized for its innovation and attractive design for more than 27 years," added Jacob Levy, the licensing and business development director of IMC Toys. "We are always eager to anticipate consumer demand and trends, and are thrilled to have established a relationship with Nickelodeon and Viacom Consumer Products via one of their most beloved characters. Through this partnership, IMC will play an integral role in Nickelodeon’s ongoing efforts to encourage kids to participate in healthy active play. Our shared commitment to the development and well-being of children makes this partnership a perfect fit."

—By Kristin Brzoznowski