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Viacom Nickelodeon Consumer Products Launches New E-Commerce Sites, Pop-Ups


Viacom Nickelodeon Consumer Products (VNCP) announced the launch of its first branded e-commerce websites, and The sites — now live for U.S. consumers — are part of VNCP’s forthcoming suite of online shops featuring products dedicated to Viacom’s characters and brands. In addition to the e-commerce websites, VNCP plans to bolster its direct-to-consumer efforts with brick-and-mortar retail pop-up shops. The first-ever Nickelodeon Holiday Shop opened on November 16 at Westfield Century City in Los Angeles.

Pam Kaufman, President, VNCP said, “The vision for our e-commerce websites and pop-up retail spaces are to create unique, one-stop-shop destinations for fans in search of exciting and hard-to-find products. VNCP’s strategy is to serve consumers across all ages, and our direct-to-consumer business furthers our ability to directly connect with fans and deliver the best selection of product.”

To oversee VNCP’s DTC efforts, the division also announced it has hired Aaron Cunningham as Vice President, Direct-to-Consumer. Cunningham joins VNCP with 13 years of e-commerce experience at top retailers, including Amazon, Walmart, Nordstrom, and Macy’s. In his new role, Cunningham will spearhead product sourcing and merchandising for each property website, as well as marketing, user acquisition and developing VNCP’s pipeline of future sites and brick-and-mortar pop-ups. and feature a mix of exclusive items, limited-edition collaborations, and product sourced from VNCP’s license partners. VNCP plans to expand the product offering with additional categories, signed memorabilia, and exclusives. This direct channel to fans will also inform future product assortments, as visitors of the websites will be encouraged to share their feedback on desired products.

The product assortment for both and will include personalized and print-on-demand items not found anywhere else.

Key products on will include:

  • Exclusive collection of SpongeBob SquarePants 20th Anniversary items
  • Limited-edition collaborations from visual artist and designer, Louis De Guzman, and Latin superstar, J Balvin, as well as international pop artist, Romero Britto
  • Categories include: giftables, apparel, accessories, and home goods

Key products on will include apparel and accessories featuring the MTV brand, as well as popular MTV shows:

  • Wild ‘N Out
  • Yo! MTV Raps
  • The Challenge
  • Catfish
  • Daria

In addition to VNCP’s e-commerce efforts, brick-and-mortar pop-up retail shops are part of its strategy. Nickelodeon’s first holiday retail experience is open at Westfield Century City from November 16 to December 31. The immersive pop-up features product from PAW Patrol, SpongeBob SquarePants, JoJo Siwa, Nickelodeon Slime, and Teenage Mutant Ninja Turtles alongside walk-around characters, giveaways, and special activities throughout the holiday period.