Nick, Disney Look to Stock Shelves

Cable Networks Eye Merchandising Deals for Tween-Targeted Series

By Jason Braff -- Multichannel News, 6/19/2007 5:44:00 PM

Nickelodeon and Disney Channel are widening their tween-dream horizons by expanding their consumer-marketing lines.

Nickelodeon and Viacom Consumer Products will launch new merchandising programs for hit shows The Naked Brothers Band and The Wonder Pets!, while Disney is looking to extend its reach with tweens 9-14 with new additions to its Hannah Montana and High School Musical franchises.

“The breakout success of tween and preschool programming on Disney Channel and the slate of powerful films have enabled us to balance out our licensing portfolio across age segments and make an impact at retail 365 days a year,” Disney Consumer Products chairman Andy Mooney said at the International Licensing Expo

Disney Channel, which will premiere High School Musical 2 Aug. 17, inked an exclusive merchandising deal with Wal-Mart Stores to sell a special line of High School Musical merchandise this fall. The third installment of the High School Musical franchise will debut in movie theaters, according to the company.

Also included in Disney’s grand tween scheme is a whole new line of Hannah Montana merchandise, including two-CD set Hannah Montana 2/Meet Miley Cyrus and a new DVD. A 50-plus city tour is set to begin in October.

That’s not all: Coming this fall, the Hannah Montana franchise will add a line of footwear from Payless Shoes, an LCD TV, professional and acoustic guitars and other youth-targeted electronics.

On Nickelodeon’s front, tween hit The Naked Brothers Band should see plenty of new products hit the shelves very soon. In addition to Nickelodeon and Sony BMG’s release of The Naked Brothers Band’s first CD this fall, merchandising plans include apparel, accessories, novelty toys, games and health and beauty aids. Nick officials hope to push forward into these product areas by reeling in deals at the International Licensing Expo.

Nickelodeon’s Wonder Pets! franchise -- which already has a deal underway with Fisher Price to a launch a toy line at mass market retail in the fall of 2008 -- is looking to strike licensing deals products that will push into sportswear and sleepwear, as well as the interactive space.

Wonder Pets! ranks among the top five series aimed at 2-5 on commercial television, according to Nick officials.