Pictured: Exterior rendering of the Nickelodeon Shop/Nick Shop at One Leicester Square
The multi-level outlet — to be followed by other stores in 2015 and 2016 — will include multimedia and interactive elements allowing visitors to engage with Nickelodeon properties, including "SpongeBob SquarePants", "Teenage Mutant Ninja Turtles" and "Dora the Explorer". Product from a select group of global licensees will be showcased in the store. Nickelodeon & Viacom Consumer Products' deal with Entertainment Retail Enterprises builds on an existing partnership and join Nickelodeon's other two international destinations in Panama and Riyadh, Saudi Arabia, which opened this year. A second Saudi outlet is due to launch in Jeddah by the end of 2014 and another one in Moscow in 2015. Also under the expanded pact, Nickelodeon and Entertainment Retail Enterprises will open additional Nickelodeon-branded stores in "key global markets and premier tourist destinations around the world."
Nickelodeon's deal with Entertainment Retail Enterprises has been extended to cover Nickelodeon Store openings across five continents.
Announcing the London location, Ron Johnson, the Executive Vice President (EVP) of Nickelodeon Viacom Consumer Products, said: "Leicester Square is one of the best known tourism destinations in one of the greatest cities in the world and is an absolutely ideal location for an iconic brand like Nickelodeon. I am really excited that London is joining our growing roster of international retail destinations, helping to drive growth in the branded retail space for the Nickelodeon brand internationally in partnership with ERE."
Tina Calvo, the Chief Executive Officer (CEO) of Entertainment Retail Enterprises, added: "We are proud to be Nickelodeon International's stand-alone retail partner. Stores in Panama and Riyadh have proven successful and highlighted the global appeal of the Nickelodeon properties. The London flagship store will elevate our efforts. We're looking forward to building on our success to date with flagship stores, mall stores and other retail solutions in key global markets. Nickelodeon is a unique partner with properties that appeal across all demographics. We will leverage their powerhouse portfolio and global brand equity to create a true destination for the entire family."
Additionally, the building has consent for hotel use and Nickelodeon is said to be considering running a branded hotel concept, similar to the successful Nickelodeon Suites Resort (Nick Hotel) in Orlando, Florida, USA! Plans for the Nickelodeon hotel are under discussion after Criterion won planning permission this month for a 142-room hotel in the same block as the new shop.
Sources: World Screen, The Hollywood Reporter, Kidscreen.
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