Lea inks deal with Nickelodeon
SpongeBob,Slime, iCarly and Dora the Explorer meet furniture
-- Kids Today, 3/23/2009 8:38:00 AM
High Point, N.C.—La-Z-Boy Incorporated’s Lea Division today announced it has entered into a licensing agreement with Nickelodeon/Viacom Consumer Products to develop youth furniture featuring some of the top-rated and most popular characters from Dora the Explorer, Go, Diego,Go!,SpongeBob SquarePants, The Wonder Pets! and iCarly, as well designs based on the network’s signature Slime. The licensing agreement includes children’s and teen’s bedroom furniture, home office, bureaus, display cases, armoires and entertainment systems. The iconic Nickelodeon and Slime names, trademarks and logos are also included in the agreement.
Lea will use kids’ imagination as inspiration to develop three age-related product lines, which will be introduced at the October High Point Market. The three lines in development are: Nick Jr., (designed for ages 3-7), which will focus on Dora the Explorer and Go, Diego, Go!, and will also include classic images from SpongeBob SquarePants; Nick, (designed for ages 7-11), which will concentrate primarily on the Splat logo that represents the irreverent and kid-like spirit that is uniquely Nickelodeon and will be complemented with more stylized and silhouetted SpongeBob SquarePants graphics; TEENick, (designed for the tween/teen market), which will be designed to offer more sophisticated and contemporary gathering places for kids.
“Nickelodeon gives kids a home base on TV, and our new collections will soon give them a more kid-friendly environment within their own home,” said Jack Richardson, president of American Drew and Lea. “Nickelodeon is the leader in kids’ entertainment, has universal appeal among boys and girls, and is trusted and respected by parents. It is an extremely powerful brand that will translate well into youth furniture, and we are extremely excited by the opportunity that this new agreement brings to our company.”
“The Nickelodeon brand stands for all things kids, and Lea embodies this ideal within the furniture industry,” said Hal Snik, Senior Vice President of Domestic Licensing, NVCP. "Kids have a special relationship with the Nickelodeon brand, and we’re excited to bring our audiences’ favorite adventures and characters from the television screen to the furniture in their bedrooms.”
The new line will use higher quality features, such as full extension drawers, and will retail at the middle price points. Retail shipments will begin in January 2010.
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