Born to License’s Top 5 Licensed Products: Nickelodeon
At Born To License we’re passionate about licensing and its potential to create must-have products. We’re always on the lookout for new and exciting licensing collaborations from all over the world.
As inspiration for companies looking to make their first foray into licensing, we’ve asked a member of the Born To License team to highlight their favourite Top 5 licensed products from some of the most successful brands and Licensors in the biz. In this piece, Senior Licensing Executive Amber Cheung discusses her favourite Nickelodeon licensed products.
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One of the most effective functions of licensing is the ability to pinpoint a specific demographic. As a child of the 90’s, Nickelodeon was the pinnacle of my childhood entertainment - I adored almost every Nickelodeon show especially Hey Arnold, Keenan & Kel, The Secret World of Alex Mac, and CatDog. For businesses looking to stand out to the millennial demographic, leveraging loved IP from the vaults is hugely effective. You’ll notice that my top 5 list is mostly comprised of products that appeal to my sense of nostalgia as an adult, which is why I’m kicking off my list with my absolute favourite Nickelodeon show…Rugrats!
Rugrats x Milk & Cream Cereal Bar
In celebration of the 30th anniversary of Rugrats, New York’s Milk and Cream Cereal Bar released a limited edition Reptar Ice Cream Bar. Fans of the show will remember the Reptar Bar which famously turned the kids’ tongues neon green. Throwbacks with references to the show help to make licensed products authentic and super fun for fans. The collaboration received press coverage in major outlets including Timeout and Hypebeast, which also demonstrates how licensing particularly around tentpole moments such as anniversaries is well worth the investment. Born To License can provide guidance on buzz-worthy upcoming pop-culture moments.
SpongeBob SquarePants x Lush
Shared values are important in licensing, which is why I love this partnership. In Spring 2023 Lush launched a collaboration tied to SpongeBob SquarePants: Operation Sea Change, a global ocean conservation and sustainability initiative. The partnership included an exclusive SpongeBob-themed box of plastic-free goodies based on fan-favourites including a Patrick Star Soap, Gary the Snail Bath Bomb, and Bikini Bottom Bubble Blower. The subscription box hit doorsteps in July 2023, just in time for Plastic Free July.
Teenage Mutant Ninja Turtles x Mattel, Masters of the Universe
Pop-culture mash ups is an exciting area of licensing that I think should be explored more. Mattel recently announced a collaboration between its celebrated brand, Masters of the Universe and the iconic franchise Teenage Mutant Ninja Turtles, unveiling ‘The Masters of the Universe Origins Turtles of Grayskull’ toy line. Combining the power of Eternia with the sewer-dwelling heroes of New York, the mash-up toy line represents an exciting overlap of two beloved worlds to celebrate the 40th anniversary of Teenage Mutant Ninja Turtles in 2024.
Daria x Lazy Oaf
London fashion label Lazy Oaf partnered with Daria for a capsule collection that was celebrated as the ‘90’s collab we’ve always dreamed of’. The teen angst theme of the show was the perfect fit for the brand’s edgy look. The collection paired famous quotes and imagery from the show across a range of pieces from tees to tote bags. Standout pieces included the slime green knitted cardigan with “I HATE EVERYBODY” emblazoned on the back, as well as red jeans that have the same slogan on the hem. Rather than just stick a logo on a t-shirt, the collection embodied the attitude of the 90’s classic with brilliant designs.
Paw Patrol x Calm
Whilst my list has so far focused on IP I loved growing up, I wanted to include at least one license that my nephew and kids today love! Calm is the mental health brand for sleep, relaxation, and meditation – which was initially launched for adults. Licensing is a great way of reaching new audiences and new demographics. Calm recently partnered with Nickelodeon for an exclusive collection of Paw Patrol content. Narrated by PAW Patrol’s pups, the series aims to help ease the wind-down routine at bedtime, whilst providing young children with valuable tools to navigate their worries and empower them to embrace daily adventures with joy and ease. It’s a clever partnership which both kids and their parents will enjoy.
My Top 5 focuses on products that stood out to me because of my love of the shows and my memories of watching them with my sisters. Nickelodeon is a great partner to work with because they have such a huge back catalogue of classics – and they continue to develop and put out amazing entertainment which really resonates with audiences.
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