Spurred by the phenomenal initial response to Shimmer and Shine in the UK and the US, and the popularity of the TV series on Nick Jr. and SABC in South Africa, Mattel’s Fisher Price is leading the way with the property's master toy line, due to launch at key South African retailers in June 2017. The products will be available at a range of outlets such as Toy Kingdom, Toys"R"Us, Hamleys, Toy Zone and Lilliput Toys, plus mass market retailers such as ShopRite Group, Africa’s largest retailer, and online retailer Takealot.com.
Ackerman has signed on as direct-to-retail clothing partner, and licensees such as PowerHouse, Global Source, First World Trade TCI and Life Authentic have all been commissioned by South Africa’s top mass and high-end clothing retailers (Edgars, Pick n Pay, Mr Price, Jet, Jam Clothing, Hub and Pep) to develop lines set for a summer 2017 launch. A magical range of outerwear, swimwear, sleepwear, footwear, fashion accessories and luggage is expected to launch in September and October 2017. Just Fun Group is in the midst of developing a peripheral toy program covering affordable puzzles, novelty and pocket money toys, and arts and crafts that will ensure Shimmer and Shine toys are available at a wide range of price points.
There will also be wheeled toys and role-play items from Just Play, musical instruments from HTI, partyware, fun lucky packets, bubble toys and novelty confections from Laceys Distributors, as well as Candy Toys. A local publishing program is also in development via Empire Group. Coloring and activity books will be available in South Africa from December. Starting in October, Character Group will be rolling out Shimmer and Shine-inspired products spanning from bedding, bedroom accessories, fashion accessories, bath and beauty products and beverages.
Dan Frugtniet, the Vice President (VP) of licensing and business development at Nickelodeon Viacom Consumer Products, said, “A host of early commitments from best-in-class licensees and top South African retailers is a testament to the huge strength and popularity of Shimmer and Shine, and very encouraging so early in the life of this new property.”
Farnaz Esnaashari-Charmatz, creator and co-executive producer of Shimmer and Shine, commented, “I’m so excited to bring smiles to the faces of Shimmer and Shine’s many South African fans by expanding the reach of these well-loved characters beyond the TV screen and giving them the opportunity to touch, play and interact with Shimmer and Shine in the real world.”
Graham Stephen, the managing director of Character Licensing & Marketing (CLM), South Africa, added, “The initial response to Shimmer and Shine has been incredible and CLM is confident that the international success will be mirrored locally. The brand has huge market potential and we are truly honored to be a part of Nickelodeon Viacom Consumer Products’ strong preschool offering.”
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Sources: TVKIDS, Licensing.biz.
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