Lea debuts licensed Nickelodeon line
Lea and Nickelodeon have teamed up to launch Nickelodeon My Room, an extensive collection of youth bedroom furniture debuting at the High Point Market this month.
by Jenny Heinzen York -- Kids Today, 10/1/2009 12:00:00 AM
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Lea and Nickelodeon have teamed up to launch Nickelodeon My Room, an extensive collection of youth bedroom furniture debuting at the High Point Market this month.
According to a press release from the company, the collection is “inspired by Nickelodeon’s legacy of creativity, originality and imagination,” and focuses on “aspects of creative play, modular functionality and scalability conducive to comfortable environments for optimum learning.”
The collection includes three age-driven product lines:
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Nick, designed for ages 3-7;
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TweenNick, for ages 7-11, and;
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TeenNick, for ages 12 and up.
“Nickelodeon is the No. 1 entertainment brand for kids,” Earl Wang, senior vice president of sales and merchandising for Lea, told Kids Today. “It’s much more than just the characters – it’s more of a lifestyle for a lot of people. A whole generation of kids and young adults have had Nickelodeon as part of their lives.”
The Nick line focuses on Dora the Explorer and Go, Diego, Go!, as well as classic Spongebob Squarepants imagery. Panels on the pieces are reversible and interchangeable between the three characters, but the pieces can also be used without the panels to give the products more longevity.
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| Nickelodeon characters and imagery play a role in the line, but they can be changed or removed to grow with a child. |
Tween Nick incorporates stylized Spongebob and Slime graphics in an eclectic ensemble that allows for mixing and matching and customization in a room. Teen Nick has a bold, contemporary style, with a distinct European influence and chocolate, white and orange finishes without the character influences.
Each of the lines is designed to grow and adapt as children age and their needs change. Retail price points are around $500 for cases in the Nick line and $699 for cases in the Tween and Teen collections. There are almost 100 SKUs in the line, which will begin shipping in January.
“Lea Industries saw a vision for what the case goods business could be for Nickelodeon and how we could be different in the marketplace,” said Hal Snik, senior vice president of licensing for Nickelodeon/Viacom Consumer Products. “Most of all, they have shown how we could over-deliver to kids.”
Nickelodeon has other licenses in home products, but this is the brand’s first venture into the case goods business.
“We wanted to create experiential living through case goods,” Snik said. “Nickelodeon has a relationship with kids unlike any other entity – from a very young age through their teen years.”
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| Nickelodeon characters and imagery play a role in the line, but they can be changed or removed to grow with a child. |
The collection is a result of 18 months of consumer research, including focus groups of mothers and kids.
“Kids told us that they see their room as a refuge – a castle,” Snik said. “We created something that’s comfortable, fun and exciting for kids, but mom-approved. Kids can have fun with and play with their castle – their room.”
Lea is promoting the new line by “sliming” the IHFC this month, as well as hosting a cocktail party and guest appearances by Nickelodeon executives and characters. Once the line debuts at retail, stores will also be able to tap into Nickelodeon’s resources for marketing, advertising and character appearances.
Rachel Leber, Nickelodeon’s senior director of home furnishings and accessories, said furniture stores will be able to benefit from the excitement that a licensed line like this one can bring.
“This is an industry and a retail channel that’s really looking for something new and fresh and different,” she said. “We think this is so unique and different than anything else that’s out there. Retailers will be able to offer a real Nickelodeon experience. This is going to shake up the furniture market.”
Wang echoed the excitement.
“It’s fun, it’s different. I think right now our industry is really looking for an injection of fun to put smiles on peoples’ faces,” he said. “I think it’s something that’s really going to help retailers build traffic.”
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