Viacom Lands Garfield IP for Nickelodeon Portfolio

Viacom has entered into a definitive agreement to acquire Paws, Inc., the entity holding global IP rights to Garfield, with plans to extend the brand across all platforms and for consumer products.

Nickelodeon plans to develop a new Garfield animated series. Global merchandising rights to Garfield will be managed by Viacom Nickelodeon Consumer Products (VNCP), including the property’s existing portfolio of licensees. Garfield creator Jim Davis will continue to produce the Garfield syndicated comic strip.

The Paws, Inc. acquisition also brings with it the U.S. Acres franchise. For both brands, Viacom lands corresponding rights related to content, consumer products and location-based experiences. The acquisition is expected to close in the coming weeks.

Nickelodeon’s president, Brian Robbins, said: “This acquisition marks another step in our evolution toward being kids’ first stop for the best new content and characters, so we’re incredibly happy to have Garfield join our growing roster of globally loved franchises and to introduce this cool cat to a new generation of fans.”

“Great content is core to the strength of our brands, and Garfield is a beloved character that continues to be part of the cultural zeitgeist with universal resonance across all ages,” said Sarah Levy, COO of Viacom Media Networks. “The acquisition of Paws, Inc. provides another opportunity for Viacom to leverage our platforms to extend the global reach of iconic IP.”

Pam Kaufman, president of VNCP, added: “Garfield is a global evergreen franchise that is a natural fit with Nickelodeon and our portfolio of iconic properties. With fans around the globe that span both kids and adults, we are excited to ignite Garfield into a multigenerational consumer products juggernaut and further deliver on VNCP’s ‘Every Age, Every Aisle’ mission.”

Davis said: “I’ve always tried to make people laugh with humor that is classic and appealing to both kids and adults. I’m delighted that Garfield is going to be placed in the capable hands of the folks at Nick. They know how to entertain and will be great stewards for the franchise. I am also excited to continue to do the thing that gets me out of bed every morning…the comic strip!”