Viacom/Nickelodeon Summit Brings Together Licensing Partners

As retailers head into the holiday shopping season, the value of live experiences that immerse consumers into the world of their favorite brand can’t be underestimated. At the Viacom/Nickelodeon Consumer Products Partner Summit held Tuesday at the Paramount Theatre in Los Angeles, Variety hosted a panel featuring five industry experts to discuss the state of retail, licensing and merchandising in an internet-based, post-Toys R Us world.

“Consumers are choosing retailers that are really inspiring, really engaging,” said William White, senior vice president of marketing at Target. The retail giant has recently invested $7 billion back into the business, which will go in part toward remodeling stores to improve the customer experience through an easy-to-navigate retail environment. 

When it comes to engaging the consumer, the conversation kept coming back to creating the kinds of immersive experiences that allow consumers to interact directly with their favorite characters.

“Live experiences really matter,” said Pamela Kaufman, president of Viacom Nickelodeon Consumer Products. “We did this amazing program. .. we allowed the consumer to come to Westfield [mall] and dress up as [Nick Jr. characters] Shimmer and Shine, or interact with [Teenage Mutant Ninja] Turtles. That was a way for kids and family to experience the Nickelodeon brand in a completely unique way.”

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