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Brown Shoe joins with Nickelodeon to launch kids footwear line

Mar '06
Footwear maker Brown Shoe Company announced that its Buster Brown & Co kids' division has formed a strategic multi-property licensing agreement with Nickelodeon, the number one entertainment brand for kids.

The two companies plan to collaborate to create and launch several lines of footwear based on Nickelodeon's newest television programs.

The first four collections will ship to retail stores in July, just in time for the back-to-school season.

The lines include a full assortment of casual shoes, boots, sport fusion athletic shoes and slippers featuring popular Nick Jr characters from Go, Diego, Go! (for boys) and Backyardigans (girls and boys) for ages 2-6, as well as new girls' fashion brands based on the Nickelodeon shows Unfabulous and Zoey 101.

"This partnership with Nickelodeon enables us to give kids the Nickelodeon brands they know and love in stylish, fun footwear," said Brown Shoe director of marketing and licensing, Todd Murray.

"Their Nickelodeon footwear will be as dynamic and engaging as the Nickelodeon and Nick Jr. shows."

Nickelodeon & Viacom Consumer Products manages the third largest licensing business in the world with $4.7 billion in retail sales in 2004, from such properties as SpongeBob SquarePants and Dora the Explorer.

The department handles the merchandising for Nick Jr., Nickelodeon, Paramount Pictures, Comedy Central, MTVN International, and Spike TV.

Nickelodeon, now in its 26th year, is the number-one entertainment brand for kids. It has built a diverse, global business by putting kids first in everything it does.

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