Nickelodeon and ViacomCBS Consumer Products will roll out a licensing program with Darryl “DMC” McDaniels, a founding member of the hip-hop group Run-DMC.
In addition to collaborating with Nickelodeon and ViacomCBS on an apparel line and publishing deal with Random House Children’s Books, McDaniels will provide his voice in the new short-form series What’s the Word?.
Available exclusively on Nickelodeon’s preschool learning platform Noggin, What’s the Word? consists of music videos that teach children new words, using songs and characters from Nickelodeon series — such as Blue’s Clues & You!, PAW Patrol, Bubble Guppies, and Team Umizoomi — to help illustrate the meaning of each new word.
“Throughout my career, I’ve been very fortunate to have a diverse group of fans, including kids,” said McDaniels. “Working with Nickelodeon and ViacomCBS Consumer Products and having the opportunity to help make a positive impact on their lives and develop their self-esteem is so special to me.”
The Nickelodeon brand store on Amazon will carry a range of apparel and accessories inspired by McDaniel’s childhood. The collaboration will also see consumer products development for longtime ViacomCBS partner The Felix Organization — a nonprofit co-founded by McDaniel and casting director Sheila Jaffe — which aims to enrich the lives of children in foster care.
“Darryl McDaniels is a remarkable talent, with an equally inspiring background, who has positively impacted the lives of millions through his music and philanthropic work,” said ViacomCBS president of global consumer products, Pam Kaufman. “We are so excited to work with him and extend his platform to reach today’s generation of kids around the globe with his message of empowerment, encouraging all kids to chase their own dreams.”