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Paramount Consumer Products
Paramount Consumer Products (formerly Nickelodeon & Viacom Consumer Products, then ViacomCBS Consumer Products) is the retailing and licensing division of Paramount Skydance Corporation. The department is in charge of merchandising for Paramount-owned brands. As of 2015, the division was valued at $3 billion.
While the company manages merchandise for the entire Paramount portfolio (including Paramount Pictures and Comedy Central), its main focus is Paramount's children's television brand, Nickelodeon. Most of its products are based on TV shows that originated on the network, as well as properties that they purchased and incorporated into Nickelodeon, like Teenage Mutant Ninja Turtles and Winx Club. From 2007 onward, the division's most profitable property has been SpongeBob SquarePants.
According to an article in The Chicago Tribune, Paramount Consumer Products takes "an unconventional approach to licensing" where the company waits up to two years after a show's premiere before releasing tie-in merchandise. This is in contrast to competitors like Disney Consumer Products, which generally release products to coincide with a premiere.
Nickelodeon & Viacom Consumer Products (NVCP) was founded in 1991. At first, it was a subdivision of Nickelodeon Enterprises, a business unit set up to license Nickelodeon's properties to other companies.
One of the division's first profitable franchises was Rugrats, which the News & Record called Nickelodeon's "first big splash in consumer products." Merchandise sales for Rugrats peaked at over $1 billion in 1999. The following year, NVCP released merchandise spun off from Blue's Clues, which also garnered over a billion dollars in revenue.
SpongeBob SquarePants represented the "company's biggest surprise" when tie-in products were first released in the early 2000s. Revenues from SpongeBob items exceeded Nickelodeon's expectations by over $250 million. At first, merchandising companies were hesitant to produce merchandise based on the show, and they "underestimated consumers' emotional connection" with it. By 2003, however, there were over 100 companies that were licensed to use the SpongeBob brand.
Shows like SpongeBob helped Nickelodeon Enterprises (the branch of Nickelodeon that included NVCP) become Viacom's fastest-growing asset in the early 2000s. In 2003, Nickelodeon's consumer products arm generated $2.5 billion in sales, which marked a 19 percent increase from the year before. Meanwhile, the sales of the company's main competitors (Disney and Warner Bros.) were both flat compared to the previous year.
In late 2003, the division experimented with creating a pair of new properties that were not based on TV characters. These "off-channel" brands were the video game franchise Tak and the Power of Juju and everGirl, a doll line and website designed to promote a positive self-image for girls. everGirl was co-created by Angela Santomero (one of the creators of Blue's Clues) and its development was overseen by Leigh Anne Brodsky, who went onto become the president of NVCP from 2004 to late 2011.
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Paramount Consumer Products
Paramount Consumer Products (formerly Nickelodeon & Viacom Consumer Products, then ViacomCBS Consumer Products) is the retailing and licensing division of Paramount Skydance Corporation. The department is in charge of merchandising for Paramount-owned brands. As of 2015, the division was valued at $3 billion.
While the company manages merchandise for the entire Paramount portfolio (including Paramount Pictures and Comedy Central), its main focus is Paramount's children's television brand, Nickelodeon. Most of its products are based on TV shows that originated on the network, as well as properties that they purchased and incorporated into Nickelodeon, like Teenage Mutant Ninja Turtles and Winx Club. From 2007 onward, the division's most profitable property has been SpongeBob SquarePants.
According to an article in The Chicago Tribune, Paramount Consumer Products takes "an unconventional approach to licensing" where the company waits up to two years after a show's premiere before releasing tie-in merchandise. This is in contrast to competitors like Disney Consumer Products, which generally release products to coincide with a premiere.
Nickelodeon & Viacom Consumer Products (NVCP) was founded in 1991. At first, it was a subdivision of Nickelodeon Enterprises, a business unit set up to license Nickelodeon's properties to other companies.
One of the division's first profitable franchises was Rugrats, which the News & Record called Nickelodeon's "first big splash in consumer products." Merchandise sales for Rugrats peaked at over $1 billion in 1999. The following year, NVCP released merchandise spun off from Blue's Clues, which also garnered over a billion dollars in revenue.
SpongeBob SquarePants represented the "company's biggest surprise" when tie-in products were first released in the early 2000s. Revenues from SpongeBob items exceeded Nickelodeon's expectations by over $250 million. At first, merchandising companies were hesitant to produce merchandise based on the show, and they "underestimated consumers' emotional connection" with it. By 2003, however, there were over 100 companies that were licensed to use the SpongeBob brand.
Shows like SpongeBob helped Nickelodeon Enterprises (the branch of Nickelodeon that included NVCP) become Viacom's fastest-growing asset in the early 2000s. In 2003, Nickelodeon's consumer products arm generated $2.5 billion in sales, which marked a 19 percent increase from the year before. Meanwhile, the sales of the company's main competitors (Disney and Warner Bros.) were both flat compared to the previous year.
In late 2003, the division experimented with creating a pair of new properties that were not based on TV characters. These "off-channel" brands were the video game franchise Tak and the Power of Juju and everGirl, a doll line and website designed to promote a positive self-image for girls. everGirl was co-created by Angela Santomero (one of the creators of Blue's Clues) and its development was overseen by Leigh Anne Brodsky, who went onto become the president of NVCP from 2004 to late 2011.
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