Nickelodeon Teams with Wise Toys for AR Brand Extensions

Nickelodeon and Viacom Consumer Products (NVCP) has teamed up with Wise Toys to release a line of branded smart toys that feature augmented reality.

The multi-property merchandise agreement, which excludes U.S. territories, involves three of Wise Toys’ smart product lines: Wise Pet, an AR coloring and activity book, as well as an AR activity box set. The Wise Pet collection will be branded with PAW Patrol, Shimmer and Shine, Teenage Mutant Ninja Turtles and Blaze and the Monster Machines characters.

Wise Pet is a plush-like smartphone and tablet protector designed especially for babies and kids. Wise Pets “come to life” with a free app, which will feature Nickelodeon content and activities in various languages.

The Wise Toys AR coloring book and activity books will feature SpongeBob SquarePants, Dora the Explorer, Dora and Friends, Teenage Mutant Ninja Turtles and Nella the Princess Knight. Wise Toys will also work to develop an AR activity box set that will offer a variety of activities and interactive experiences with Nickelodeon characters.

“These smart toys will give fans a chance to interact with their favorite Nickelodeon characters in new and exciting ways,” said Dan Frugtniet, the VP of licensing and business development at NVCP. “We’re always looking for innovative ways to engage consumers with Nickelodeon’s beloved personalities, so we’re very excited to partner with Wise Toys to put these interactive toys—with the latest technology—in the hands of fans around the globe.”

“Wise Toys and Nickelodeon will present the toys of the future,” said Yuval Gloz, CEO and co-founder of Wise Toys. “The books, activity box sets and Wise Pet cuddly protectors will enhance creativity and will allow our customers to interact with their beloved characters in brand-new ways.”

Gil Saban, co-founder of Wise Toys, added that some ranges will include “multiple games and interactions that will perfectly combine the physical world with the digital world.”