The partnership will see new and exciting products ranges inspired by Nickelodeon’s successful live-action-comedy series, That Girl Lay Lay.

Paramount has announced that its UK Consumer Products division has partnered with three UK-based, black-owned small and medium-sized enterprises (SMEs) on new and exciting product ranges inspired by Nickelodeon’s successful live-action-comedy series, That Girl Lay Lay.

The trio of partnerships will see family-run streetwear clothing brand Dragons & Daisies launch a range of That Girl Lay Lay apparel including sweatshirts, joggers, T-shirts, bucket hats and beanies. Airfro, a performance-driven haircare brand, will launch a That Girl Lay-Lay Organic Freestylin’ Haircare Collection, and creative accessory brand I Am Enough Productions will launch a range of backpacks, lunch bags, notebooks and pencil cases.

“We are proud to partner with trailblazing organisations like Dragons & Daisies, Airfro and I am Enough Productions,” said Venetia Davie, vice president, Consumer Products, UK & Ireland at Paramount. “Paramount is focused on advancing diversity, equity and inclusion globally. The work we are doing with our partners is a testament to our shared belief that we have the power to transform the way people see themselves and each other.”

The new partnerships will support Paramount’s commitment to diversity, equity and inclusion by further embedding inclusivity into all aspects of the business, reaching new spaces and reflecting the diversity of its audiences.

Paramount will also be sponsoring this year’s Cocoa Kids Career Festival, bringing a range of engaging experiences for kids and teens to enjoy. The Festival, which takes place on the 30th of October 2022 at the Business Design Centre in London, will feature a Paramount section devoted to That Girl Lay Lay entertainment and workshops. Activities are free for all children and include a rap booth where children can create their own raps, a hair station where visitors can get their hair braided like Lay Lay, and a special fashion show featuring Dragons & Daisies newest That Girl Lay Lay range.

Paramount partners Dragons and Daisies, Airfro and I Am Enough Productions will also have dedicated spaces at the Cocoa Kids Career Festival where attendees can find and purchase the entire That Girl Lay Lay branded ranges.