The entertainment giant recently told ToyNews that its flagship London store is just the beginning for its retail arm.
Located at One Leicester Square, the Nickelodeon Store has welcomed an estimated 650,000 visitors over the last year and has introduced over 2,500 new items since it opened. The Nick Store has sold over 170,000 items with the SpongeBob London Guard, an exclusive to the Nickelodeon Store Leicester Square, proving to be the most popular soft toy. Over 20,000 colouring sheets have also been coloured in by Nickelodeon Store customers in the last 12 months.
Following the success of Nickelodeon's first European flagship Nickelodeon Store, which is currently celebrating its one year anniversary, Nickelodeon plans to launch a raft of new Nickelodeon-branded stores to rival the likes of its Leicester Square location over the next 18 months.
The team is set to open its first outlet in Dubai and has set its sights on expanding across Asia, Latin America, the Middle East and Europe.
"We have seen a tonne of interest and demand for a Nickelodeon retail presence across the globe," said Lisa Silverman Meyers, Senior Vice President (SVP) of Operations and Business Planning for Nickelodeon and Viacom Consumer Products (NVCP).
"In the UK, we are still looking at where to put the stores. We want to be really thoughtful and continue to make it very special. The ideal would be to have a Nickelodeon Store on every High Street in London."
The firm's Leicester Square store is now one year old, and Nickelodeon is determined to make its second year in UK retail 'bigger and better than before.'
"For the London store, we are gong to be looking at adding some different categories and striking new partnerships," said Myers.
Alongside 'delivering newness' to the consumer, Meyers revealed that Nickelodeon has seen a recent surge in demand for the channels retro properties too.
A selection of the Rugrats and The Ren & Stimpy Show t-shirts and mugs available to purchase at the Nickelodeon Store in London's Leicester Square
"We have been surprised by just how much people are loving the retro assortments we have, such as the Rugrats and Ren and Stimpy,” she said. "This is something we want to step up and continue to offer consumers for the coming year.
"As in everything we do, we are always pouring over our data and are looking to bolster our offering in the London store, adding categories and hopefully continuing to drive that strong consumer engagement we are seeing."
A hotspot for tourism and consumer activity, Leicester Square is also readying for the arrival of a new LEGO store, a development that Myers has welcomed as yet another means of driving footfall towards the centre of London.
"We love the news of a LEGO Store landing in London," continued Myers. "We are big fans of the team and to have another retail store like that in Leicester Square is nothing but good news for us."
The Nickelodeon Store features over 4000 square feet of Nickelodeon merchandise and memorabilia showcasing beloved brands such as SpongeBob SquarePants, Teenage Mutant Ninja Turtles, PAW Patrol and Rugrats. In addition to the extensive line of merchandise, the Nickelodeon Store also features the Dora the Explorer colouring tree and SpongeBob Pineapple I-Pad bar. The Nickelodeon Store is open every day with fans also able to purchase Nickelodeon items online at nickelodeonstore.co.uk.
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