WowWee’s My Squishy Little Dumplings will star in a series of music videos and more digital content.
WowWee has partnered with Nickelodeon Digital Studios to develop original content that reimagines the characters from the toy line as an animated, K-Pop-inspired band called The Squish, performing a new genre of music called “S-Pop” (or Squish Pop).
“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 at 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.”
The first music video, titled “Can You Resist the Squish?!” premiered on Nickelodeon and Nick Jr.’s YouTube channels on August 13, starring My Squishy Little Dumplings characters Doe, Dip, Dee, and Dot. The song is available on streaming platforms including Apple Music, Spotify, iTunes, YouTube, and more.
“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, the senior vice president of strategic partnerships and Americas licensing at ViacomCBS. “We’re thrilled to work with such a creative and innovative partner to launch this digital-first execution.”
Additional content that will roll out on Nickelodeon’s YouTube channels includes more music videos, behind-the-scenes videos of The Squish backstage, and the House Party Tour following The Squish as they hit the road — making stops in The Kitchen, The Playroom, The Tub, and The Backyard.
“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,” said WowWee’s vice president of brand development and creative strategy Sydney Wiseman. “Nickelodeon is the perfect partner for us to bring the Dumplings into this next phase of fandom around the world.”