Source: ViacomCBS/the Toy Book

There’s nothing tricky about this partnership.

Nickelodeon and ViacomCBS Consumer Products have partnered with Darryl McDaniels — music producer and founding member of hip hop group Run-DMC — for a cross-category consumer products program. The deal includes apparel, a publishing deal with Random House Children’s Books, and a collaboration with Noggin.

McDaniels will voice 15 episodes of Noggin’s What’s the Word?, a short-form animated music series available exclusively on the platform. Each music video features a new word — such as cooperate and opposite — and characters from popular series — including Blue’s Clues & You!, PAW Patrol, Bubble Guppies and Team Umizoomi — to help illustrate and teach the meaning of the word.

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Plans for the consumer products program is underway for a selection of apparel and accessories inspired by McDaniel’s childhood that will be available exclusively on the Nickelodeon brand store on Amazon. A collaboration is in the works with The Felix Organization, a nonprofit organization that was founded by McDaniels and casting director Sheila Jaffe, which aims to help enrich the lives of kids in foster care.

“Throughout my career, I’ve been very fortunate to have a diverse group of fans, including kids,” McDaniels says. “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.”

About the author

Maddie Michalik

Maddie Michalik

Maddie Michalik was the Editor-in-Chief of The Toy Book from 2020-2022. She was also a Senior Editor at The Toy Insider and The Pop Insider.