A group of colorful TV canines will soon adorn toys from a company that’s not known for licensed fare.
Melissa & Doug inked a deal for an exclusive licensing partnership with ViacomCBS Consumer Products to produce co-branded toy lines based on a pair of Nickelodeon hits: PAW Patrol and Blue’s Clues & You! The new collection is currently in development and being planned for a fall 2021 release in time for the next holiday season.
“We’re excited to work with a company as iconic as Nickelodeon, one that shares in our mission to make the world a more playful place through thoughtfully researched and designed products and content,” says David Henderson, chief commercial officer, Melissa & Doug. “The characters of PAW Patrol and Blue’s Clues & You! will help us introduce our hands-on, skill-building toys to an even greater number of children.”
Melissa & Doug says that the new toys “will be designed to educate and empower preschoolers through active engagement with a focus on problem-solving and creative thinking.”
The deal with ViacomCBS is the largest licensing agreement that Melissa & Doug has ever signed.
PAW Patrol — produced by Spin Master Entertainment — continues to reinvent itself with new storylines for each season. A feature film from Paramount Pictures is set for release next August. Meanwhile, the Blue’s Clues reboot, Blue’s Clues and You! was an immediate hit with a new generation of kids and their parents, some of which have an affection for the original series.