Nickelodeon Consumer Electronics Upgrade

The busier and micromanaged the playtime -- the inherently more complex and tech savvy the toys children will wish to play with. In a move to help facilitate the desire of youth audiences to integrate technology of a higher quality and complexity, Nickelodeon has announced their plans to debut a new line of consumer products that will mesh kids high-tech desires with their favorite Nickelodeon properties. Partnering with Imation Corp., Nickelodeon's new brand of Npower products will expose children to digital photography and related technology through easy-to-handle technology. Imation Corp. is a company focused on the development, manufacture and supply of removable data storage products spanning the four pillars of magnetic, optical, flash and removable hard disk storage.

"Kids expect the latest technology as well as the characters they love. Nickelodeon's Npower brand brings them both," Leigh Anne Brodsky, President, Nickelodeon and Viacom Consumer Products, commented. "Placing these products in the consumer electronics aisles of leading retailers, makes a statement about the quality we're bringing consumers, as well as kids wanting the same gadgets that their parents and older siblings have. Each product has a unique Nickelodeon twist, with surprising technology that lets kids be kids, while still giving them control. We co-developed the line with Imation to take full advantage of their technology leadership, global distribution and sourcing expertise to bring our beloved characters to consumers in an innovative and interactive way."

Nickelodeon's goal is to not only bring these gadgets to its viewing audiences but also seeks to keep kids interested in their properties by labeling them with familiar faces. For kids, the culture of immediate needs knows no bounds as the partnership is set to integrate the likes of Nickelodeon personalities SpongeBob SquarePants, Dora the Explorer, Go, Diego, Go! and others into high-tech gadgetry. How high-tech? With more than 20 electronic consumer products currently scheduled for production, Nickelodeon and Imation are planning on a launch in October 2007, ahead of or just in time for the Holiday spending frenzy. Digital cameras, MP3 players, an alarm clock, a DVD player and even an LCD TV are all currently on the Npower product line.

The overall goal, as some critics have stated, is to age-up certain products that will appeal to core demographics as they continue to age. Eager consumers shouldn't look for these in the toy aisle, but in the electronics department; a fact that Nickelodeon hopes will help differentiate Npower from its other Nick-branded toy lines. Large retailers such as Best Buy, Toys 'R Us, Wal*Mart and Target are all currently on board for selling the Npower brand.

Npower is currently divided into three major categories: Npower Digital Imaging (digital cameras, framing), Npower Multimedia (MP3 players, digital video/music) and Npower Electronics (CD players, DVD players, LCD TV). Though the majority of the items currently on slate for release next month are labeled with SpongeBob SquarePants; the Flash micro Digital Camera ($21.00), Fusion Digital Media Player ($99.99) and textured Clock-It alarm clock ($29.99) all look promising. For the curious, the SpongeBob SquarePants LCD TV will retail at a crisp $299.99. Browse the following page of this AnimationInsider.net news article for additional product descriptions and hi-resolution images.

"Kids are gravitating toward technology products at a younger age, and Nickelodeon's Npower brand represents the first line of consumer electronics truly geared towards them," Steve Moss, chief marketing officer, Imation Corp. commented in a press article. "Nickelodeon is at the heart of the Npower line, a brand that kids, tweens and parents identify with. Npower products inspire and excite kids, and empower them to use the latest technology for a fun entertainment experience."

About Nickelodeon & Viacom Consumer Products: Nickelodeon & Viacom Consumer Products manages the world's third largest licensing business, representing leading properties such as SpongeBob SquarePants and Dora the Explorer, and managing merchandising for Nick Jr., Nickelodeon, Comedy Central, MTVN International, and Spike TV.

Nickelodeon, in its 28th year, is the number-one entertainment brand for kids. It has built a diverse, global business by putting kids first in everything it does. The company includes television programming and production in the United States and around the world, plus consumer products, online, recreation, books, magazines and feature films. Nickelodeon's U.S. television network is seen in almost 94 million households and has been the number-one-rated basic cable network for 13 consecutive years.

About Imation Corp.: Imation Corp. (www.Imation.com) is the only company in the world solely focused on the development, manufacture and supply of removable data storage products spanning the four pillars of magnetic, optical, flash and removable hard disk storage. With more than 50 years of data storage leadership beginning with the development of the world's first computer tape, in 2006 Imation proudly marked its 10th anniversary as an independent company. In addition to the Imation brand, Imation Corp.'s global brand portfolio includes the Memorex brand, one of the most widely recognized names in the consumer electronics industry, famous for the slogan, "Is it live or is it Memorex?" Imation is also the exclusive licensee of the TDK Life on Record brand, one of the world's leading recording media brands. As co-developer of Nickelodeon's Npower brand of consumer electronics, Imation helps empower kids of all ages to use the latest technology.