Nickelodeon nabs corner of New York real estate in Toys'R'Us

NEW YORK — Nickelodeon has launched a store within a store in Toys"R"Us Times Square. The Nick Shop is 1,000 sq. ft. and offers exclusive New York-branded products, such as kids and adult apparel, accessories, plush toys and home goods featuring Nickelodeon characters.



Merchandise showcasing Dora the Explorer, Bubble Guppies, Team Umizoomi, Winx Club, SpongeBob SquarePants and Teenage Mutant Ninja Turtles is priced from $5.99 to $49.99. The shop also has an assortment of Nickelodeon-branded toys, books and DVDs.



"We are overjoyed to officially launch our Nick Shop at Toys"R"Us Times Square, offering exclusive products featuring some of our most iconic brands," said Pam Kaufman, CMO, Nickelodeon Group. "Times Square is one of the world's most-visited attractions and now consumers from all around the world can take home a piece of the number-one entertainment brand for kids, in the number-one city in the world."



The Nick Shop, located on Level One of the international flagship store, is outfitted with several interactive, touchscreen LED screens, which shoppers swipe and tap to look through Nickelodeon-related content.



"The thousands of kids and families who visit Toys"R"Us Times Square each year are sure to be wowed by this truly unique Nickelodeon shopping experience," said Richard Barry, EVP, CMO, Toys"R"Us. "Nickelodeon has created some of the most recognizable characters in the world and we fully expect to hear squeals of delight from young kids when they visit this new environment. In addition to an expanded assortment of Nickelodeon products, we're excited to offer so many exclusive items available only at our international flagship store."