Nickelodeon and toy maker WowWee partner on new digital animated brand, The Squish

Published on: 16th August 2021

WowWee, the international toy maker and team behind Fingerlings and the Got2Glow Fairy Finder has struck up a new partnership with Nickelodeon Digital Studios to turn its My Squishy Little Dumplings characters into an animated brand.

The project will see the characters from the My Squishy Little Dumplings line come together as The Squish – a new, digital, K-pop inspired band devised to bring a new genre of music – called S-pop (aka Squish Pop) – to kids.

The partnership will see Nickelodeon Digital Studios produce a suite of digital content starring The Squish, kicking off the activity with a featured song and music video on the Nickelodeon and Nick Jr. YouTube Channels. Titled ‘Can You Resist the Squish?!,’ the song and video focus on the unique personalities of each of the characters: Doe, Dip, Dee and Dot.

The song will be available on all digital streaming platforms including Apple Music, Spotify, iTunes, YouTube, and more. Additional pieces of content will be released throughout the year on Nickelodeon’s YouTube Channels, including music videos, behind the scenes content, and House Party Tour.

“Kids and families from all over the world will adore ‘My Squishy Little Dumplings,’ the same way we do,” said Ashley Kaplan, senior vice president, Digital Studios, Nickelodeon.

“We are so excited to create an environment where these characters can evolve and thrive, and kids can fall in love with them in a whole new way.”

“When WowWee first showed us My Squishy Little Dumplings we immediately knew these fun, surprising and loveable characters were a natural fit for the Nickelodeon portfolio,” said Jamie Drew, Senior Vice President, Strategic Partnerships and Americas Licensing, ViacomCBS. “We’re thrilled to work with such a creative and innovative partner to launch this digital-first execution.”

Sydney Wiseman, vice president of brand development and creative strategy at WowWee, added: “We know kids everywhere are going to love the My Squishy Little Dumplings digital content on Nickelodeon’s digital platforms just as much as we do.

“Nickelodeon is the perfect partner for us to bring the Dumplings into this next phase of fandom around the world.”


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