Nickelodeon & ViacomCBS Consumer Products Partner with DMC


Nickelodeon and ViacomCBS Consumer Products have entered a partnership with musical artist Darryl McDaniels, also known as DMC, for a cross-category consumer-products program.

The program will include apparel inspired by McDaniels’ childhood, a publishing deal with Random House Children’s Books and a collaboration for Noggin, Nickelodeon’s interactive learning service for preschoolers, for its series What’s the Word?

McDaniels, one of the founding members of the hip-hop group Run-DMC, will lend his voice to episodes of What’s the Word?, a short-form series made up of animated music videos that feature characters from hit series, including Blue’s Clues & You!, PAW Patrol, Bubble Guppies and Team Umizoomi, to teach children new words.

The apparel and accessories inspired by McDaniels’ childhood will be available exclusively on the Nickelodeon store on Amazon.

The deal also includes a future collaboration with The Felix Organization, a non-profit founded by McDaniels and Emmy Award-winning casting director Sheila Jaffe, which aims to enrich the lives of children in foster care.

“Throughout my career, I’ve been very fortunate to have a diverse group of fans, including kids,” said McDaniels. “Working with Nickelodeon and ViacomCBS Consumer Products and having the opportunity to help make a positive impact on their lives and develop their self-esteem is so special to me.”

“Darryl McDaniels is a remarkable talent, with an equally inspiring background, who has positively impacted the lives of millions through his music and philanthropic work,” said Pam Kaufman, president of global consumer products at ViacomCBS. “We are so excited to work with him and extend his platform to reach today’s generation of kids around the globe with his message of empowerment, encouraging all kids to chase their own dreams.”