YuMe, ViacomCBS Ink Deal for Baby Shark Infant Toys

Pinkfong Baby Shark | Source: Nickelodeon

YuMe is jumping into the water with Pinkfong Baby Shark.

The growing toymaker inked a deal with ViacomCBS Consumer Products and SmartStudy to create and market a new collection of infant products based on the viral sensation-turned preschool brand. YuMe’s Pinkfong Baby Shark line will include bath toys, playmats, stroller accessories, rattles, and gift sets.

“We are delighted to partner with ViacomCBS, to expand the phenomenal Baby Shark brand with products for infants through to toddlers, says Michael Kwan, CEO at Maxx Group/YuMe Toys. “It was exciting to get our teeth into creating designs with parents and ‘gifters’ of little ones in mind. The line has been well received, and we look forward to making a splash at retail.”

YuMe’s Baby Shark line will hit retail across the U.S. this fall.

Nickelodeon will debut Baby Shark’s Big Show! this spring. The 26-episode, half-hour series will be preceded by Baby Shark Shorts, a collection of five mini-adventures that will debut this Friday.

About the author

James Zahn

James Zahn, AKA The Rock Father, is Editor-in-Chief of The Toy Book, a Senior Editor at The Toy Insider and The Pop Insider, and Editor of The Toy Report, The Toy Book‘s weekly industry newsletter. As a pop culture and toy industry expert, Zahn has appeared as a panelist and guest at events including Comic-Con International: San Diego (SDCC) Wizard World Chicago, and the ASTRA Marketplace & Academy. Zahn has more than 30 years of experience in the entertainment, retail, and publishing industries, and is frequently called upon to offer expert commentary for publications such as Forbes, Marketwatch, the Wall Street Journal, the New York Times, USA Today, Reuters, the Washington Post, and more. James has appeared on History Channel’s Modern Marvels, was interviewed by Larry King and Anderson Cooper, and has been seen on Yahoo! Finance, CNN, CNBC, FOX Business, NBC, ABC, CBS, WGN, The CW, and more. Zahn joined the Adventure Media & Events family in 2016, initially serving as a member of the Parent Advisory Board after penning articles for the Netflix Stream Team, Fandango Family, PBS KIDS, Sprout Parents (now Universal Kids), PopSugar, and Chicago Parent. He eventually joined the company full time as a Senior Editor and moved up the ranks to Deputy Editor and Editor-in-Chief.