Daniel Tiger’s Neighborhood Gets New Licensing Partners

Fred Rogers Productions and 9 Story Brands have inked agreements with new and existing licensing partners for the PBS KIDS series Daniel Tiger’s Neighborhood.

9 Story Brands, the worldwide licensing agent for the Fred Rogers Productions-produced show, has secured new deals with Best Ride-On Cars, Children’s Apparel Network, Cottage Door Press, Fisher-Price, Hybrid, M&M Sales, Peejamas, Simon & Schuster Children’s Publishing and Steel City Apparel for the brand. The range, including apparel, publishing and toys, is set to arrive at retail this year.

Further, new Daniel Tiger’s Neighborhood adaptive clothing for special needs children from Zappos, in conjunction with PBS KIDS, will be available by early 2021.

Among the new products being introduced to the market is the Daniel Tiger Fisher-Price 3-in-1 Potty Training Set, which features a potty chair with a removable seat that fits on full-sized toilets, a fold-down lid that transforms into a step stool and activated sound effects and music from the series. Simon & Schuster Children’s Publishing will release new storybooks this year, including Ready-to-Read titles, picture books and boxed sets. These include the Naptime in the Neighborhood, Daniel’s First Day of School and Daniel Plays in a Gentle Way, in addition to Daniel Goes Camping. Best Ride-On Cars is debuting this year floor-to-foot ride-ons, M&M Sales is rolling out a play tent and swing and Cottage Door Press has recently released the board book Let’s Look with Daniel and Friends and will introduce other titles later this year.

Children’s Apparel Network, Hybrid, Peejamas, Steel City Apparel and Zappos are all new licensing partners for Daniel Tiger’s Neighborhood for 2020.

Paul Siefken, president and CEO of Fred Rogers Productions, said: “We’re very excited to further expand our array of Daniel Tiger’s Neighborhood offerings so that children can interact with the brand in new and meaningful ways every day. It’s especially satisfying to be working with such important category leaders that create high-quality and lasting products that will keep children engaged while having fun with Daniel and his friends beyond the screen.”

Kyra Halperin, VP of consumer products at 9 Story Brands, said: “Children and families continue to learn and grow with Daniel Tiger’s Neighborhood, and the demand for new, exciting products continues to increase. We’re thrilled to be working with leading partners to make available more premium products, like the highly-anticipated 3-in-1 potty training aid from Fisher-Price that will help families tackle key milestones with their favorite tiger.”