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Nickelodeon Licensing Juggernaut Rolls Over Halloween

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Having little kids I see quite a bit of Nickelodeon, especially Nick toons, and most especially of all SpongeBob, Fairly Odd Parents, and Jimmy Neutron, which seem to just about equally entertain all of us, ranging in age from 22 months to 47 years. I have recently discussed Nick’s “Let’s Just Play” campaign and their Halloween programming, but it just sunk in to me what a monolithic juggernaut Nickelodeon really is when confronted with some figures:

Nickelodeon, now in its 26th year (I also watched it a lot from the late-’80s into the mid-’90s with my two older kids), is seen in more than 89 million households and has been the number-one-rated basic cable network for nine consecutive years. And Viacom Consumer Products — largely on the strength of Nickelodeon properties like SpongeBob, Blues Clues, Dora the Explorer, et al (but also handling Paramount Pictures, Comedy Central, MTVN International, and Spike TV) — manages the third largest licensing business in the world with $4.7 BILLION in retail sales in 2004.

Nick just announced new products for Halloween, including costumes based on two characters from the new Nick Jr. show LazyTown (produced in Iceland!), Sportacus and Stephanie, the acrobatic stars of the show, already one of the top five shows for preschoolers on all of commercial TV.


LazyTown Sportacus — Sportacus is a super-fit superhero who always tries to inspire the kids of LazyTown to leave their bad habits behind and embrace a more active, healthy lifestyle. He is an acrobat with an infectious love of play. Like anyone, he is sometimes tempted by unhealthy options, but he always manages to find the strength to resist. Sportacus costume available in Deluxe and Standard and comes complete with vest, hat, goggles and arm bands.

LazyTown Stephanie — Eight-year-old Stephanie is new to LazyTown and the viewer sees the strange new place through her eyes. With her signature pink hair and energy, Stephanie is assertive, strong-willed and sees life as a great adventure. She has an “always a way” attitude and is the drive behind the adventures — the sparkplug that brings change to LazyTown. Stephanie loves moving and music, dancing and doing. There are two versions of the Stephanie costume, Deluxe and Standard. Each costume comes with Stephanie’s signature pink wig and cheerleader dress.

Fiber Optic Star Catching Dora — New Dora costume that features fiber optic lights in her shirt (batteries included). Each costume also includes shorts and a yarn wig so little girls can have their own Dora adventure.

Talking Blue’s Room — Plush costume comes with a talking bracelet that says three phrases… just like Blue.


SpongeBob SquarePants Frankenstein and Pumpkinhead Beanie Babies — SpongeBob celebrates Halloween with his favorite costumes. This year, he’s dressing as Frankenstein and as a pumpkin.


Backyardigans: It’s Great to be a Ghost — Howl with laughter this Halloween with two special Backyardigans episodes that feature spooky ghosts and soccer-loving monsters! In “It’s Great to be a Ghost!” Pablo, Tyrone and Uniqua are ghosts, haunting an old house to the sounds of ’20s-style jazz. When unsuspecting Tasha drops by, they really put their scaring skills to the test. In “Monster Detectives,” sixties-style rock underscores Tyrone’s adventure as a no-nonsense detective helping his client Uniqua retrieve her soccer ball from the castle of the Soccer Monster.

Dora the Explorer: Dora’s Halloween — In “Boo!” it’s Halloween and Dora and Boots are out teach-or-treating when a cute little monster surprises them. Dora and Boots encounter a spooky journey ahead of them as they help Little Monster hurry home before the clock strikes twelve. In “The Missing Piece,” Dora and Boots meet a wizard who is missing his magic wand. In order to help find it, the gang has to ride in a rocket ship all the way to the end of the rainbow. Features two bonus episodes: “To the Monkey Bars” and “The Big Storm.”

Max & Ruby: Max & Ruby’s Halloween — Join Max and Ruby as they dress up for Halloween, collect leaves, read a scary story, go to a fair, skate to Grandma’s house and tell spooky ghost stories.

SpongeBob SquarePants Halloween — SpongeBob and his friends celebrate Halloween, as well as experience other scary days throughout the year. Whether it’s monsters or ghosts or encountering others in costumes, SpongeBob always manages to control his fear and have a good laugh at the end. Features the music video “Scaredy Pants.”

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About Eric Olsen

  • Victor Lana


    As usual, I love these themed posts. You say so much about what I’m thinking these days with Halloween fast approaching.

    My daughter is nuts for LAZY TOWN. Just amazing. When she watches it at my Mom’s house (who doesn’t hear well) and I call, Mom says, “She’s watching CRAZY TOWN.” Knew that would happen.

    Actually hiding the pictures of the Stephanie costume from my daughter. We already spent a fortune on a WIZARD OF OZ theme for all, and there’s no way I’m letting her change her mind now.

    Thanks again for the post!

  • Eric Olsen

    thanks Victor, great minds think alike!

    our daughter is stuck in princess mode, possibly forever

  • Dave Nalle

    Despite receiving about 5 princess costumes for her birthday, our youngest daughter opted for the black cat costume for some unknown reason.

    She does have odd taste in TV shows, though. For some reason she really liked the two ‘Scary Godmother’ specials, which I believe were on NickToons.


  • Eric Olsen

    ours loves the scary shows and movies, but envisions herself as cut from the Disney princess cloth

  • Victor Lana


    Funny about the princesses. My daughter HAD to be Cinderella, Belle, and Ariel interchangeably. The other princesses were nice, but these are her favorites still. Her last two birthdays had the princess theme, complete with exploding princess pinata.

    Then a funny thing happened. She watched WIZARD OF OZ with her slightly older cousin (7) and was hooked. Now everything is DOROTHY.

    Hey, Barney used to be god, and now he is a second class citizen, with LAZY TOWN and (believe it or not) THAT’S SO RAVEN as her current favorites.

  • Eric Olsen

    very sophisticated!

    Ours went through an intense Wizard of Oz phase a couple of years ago – I never had the sense she really identified with Dorothy, though – interesting

  • Victor Lana


    I don’t know about you, but I can’t get the following out of my head:

    But I don’t like candy corn,
    But I don’t like candy corn;
    I like lots of other things,
    But I don’t like candy corn.

    It’s driving me bonkers.

  • Joe Maruca

    Yeah i have 2 and 4 year olds and that song is stuck in my head too, Victor! Also, how about “Hey Victor! (whispering:) hey Victor, Hey Freddy (whispering:) hey Freddy…” from Laurie Berkner’s song? Hee hee