Nickelodeon, ViacomCBS Kick Off Collab with Darryl ‘DMC’ McDaniels
Nickelodeon and ViacomCBS Consumer Products have partnered with Darryl “DMC” 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 Nickelodeon’s preschool learning platform Noggin. What’s the Word? consists of music videos that teach children new words — such as “cooperate,” “opposite” and “persevere”
— using songs and characters from Nickelodeon series — such as Blue’s Clues & You!, PAW Patrol, Bubble Guppies, and Team Umizoomi — to help illustrate and teach the meaning of each new word.
— using songs and characters from Nickelodeon series — such as Blue’s Clues & You!, PAW Patrol, Bubble Guppies, and Team Umizoomi — to help illustrate and teach the meaning of each new word.
In addition to the new Noggin series, plans for the consumer products program are 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. The collaboration will also see consumer products development for longtime ViacomCBS partner The Felix Organization — a nonprofit co-founded by McDaniel and casting director Sheila Jaffe — which aims to enrich the lives of children 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.”
“Darryl McDaniels is a remarkable talent, with an equally inspiring background, who has positively impacted the lives of millions through his music and philanthropic work,” said ViacomCBS president of global consumer products, Pam Kaufman. “We are so excited to work with him and extend his platform to reach today’s generation of kids around the globe with his message of empowerment, encouraging all kids to chase their own dreams.”
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