By Allison Watkinson
TLL Reporter
Fred Rogers Productions and JAKKS Pacific have entered a retail licensing partnership with Macy’s Toys R’ Us for the Daniel Tiger’s Neighborhood preschool property.
The partnership will include eight Daniel Tiger’s Neighborhood toys by master toy licensee Jakks Pacific rolling out to over 200 Macy’s Toys R’ Us locations across the U.S. beginning in November 2023.
JAKKS Pacific is a global design, manufacturing and marketing company that specializes in toys and consumer products.
“We are excited to launch this partnership with Macy’s Toys R’ Us as a perfect destination for Daniel Tiger, creating a storytelling experience where kids, parents, and grandparents can bring these beloved characters home,” said JAKKS Pacific SVP, Tracy Warshauer.
The agreement was brokered on behalf of Daniel Tiger’s Neighborhood by its global licensing agent 9 Story Brands and the retail marketing agency Licensing Street.
“We’re delighted to work with 9 Story Brands and JAKKS Pacific to bring the imaginative world of Daniel Tiger’s Neighborhood to Macy’s Toys R’ Us shoppers,” said Fred Rogers Productions VP, Matt Shiels. “Children and families now will be able to experience the product range in a fun and exciting, play-focused environment that lets them immerse themselves in the wonder of these new toys.”
The licensed toy collection will include Daniel Tiger’s Neighborhood-inspired products such as a deluxe trolley, action figures, plush and more.
In addition, Macy’s Toys R’ Us will feature an exclusive Daniel Tiger’s Neighborhood Ultra Jumbo plush that will be featured in the retailer’s holiday toy catalog.
The new toy collection will join the retailer’s existing assortment of Daniel Tiger’s Neighborhood branded products that are currently available on the Macy’s Toys R’ Us ecommerce website.
“We are excited to see Daniel Tiger’s Neighborhood toys return to Toys R’ Us, where the brand originally launched,” said 9 Story VP, Kyra Halperin. “With over 10 years on air, the demand for Daniel Tiger products continues to grow. We look forward to continued collaboration with our valued partners to enhance fans’ connections to the brand.”
Daniel Tiger’s Neighborhood is an animated preschool series and entertainment franchise that is inspired by the long-running TV program, Mister Rogers’ Neighborhood.
The series is co-produced by Fred Rogers Productions and 9 Story Media Group and animated by 9 Story’s dedicated animation studio, Brown Bag Films.
Including the brand’s master toy partner JAKKS Pacific, Daniel Tiger’s Neighborhood currently holds 50 different licensees in a wide range of consumer product categories.
9 Story Brands, the brand management and consumer products division of 9 Story Media Group, holds the worldwide licensing rights to the Daniel Tiger’s Neighborhood property.
Fred Rogers Productions was founded by Fred Rogers in 1971 as the non-profit producer of Mister Rogers’ Neighborhood for PBS.
Since its initial creation, Fred Rogers Productions has produced several high-quality educational children’s franchises for public broadcasting networks.
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