Danskin and Nickelodeon launch athleisure line for kids

By

Cassidy Mantor

Published
May 24, 2017

Nickelodeon and Danskin have launched their first ever co-branded collection for kids that will include both athleisure and dance apparel for girls around teen dance celebrity JoJo Siwa.

This is the first ever partnership for cobranded product between Danskin and Viacom International, Inc.'s Nickelodeon. The apparel assortment features traditional dance wear that includes leotards, tights, dance skirts, tutus and legwarmers made by Danskin.

The collection also debuts a girls' athleisure line with a dance focus. Athleisure pieces include fashion tops, hoodies, leggings, joggers, sports bras and crop tops as well as accessories such as backpacks, totes, dance bags and headwear.

The design direction will stem from Siwa's love of rainbows and emojis. In addition to apparel and accessories, Nickelodeon will launch home, toys, party and publishing lines under Siwa's name as well as a subscription box service.

Pam Kaufman, Global Chief Marketing Officer and President, Nickelodeon Consumer Products said of the new product lines, “Partners and retailers far and wide have reacted so enthusiastically to JoJo."

Siwa became famous when she auditioned for Abby’s Ultimate Dance Competition at age 8 and then was a cast member in Dance Moms. She is 14 years old and has over 5.6 million Instagram followers.

She stands for anti-bullying and delivers what Kaufman called a "fun and vibrant" message relevant to her young audience.

Along with the Danskin partnership, Nickelodeon will roll out a full assortment of consumer products under Siwa's namesake. Cosmetics will be launched in partnership with GBG and direct to retailer apparel and accessories will roll out in partnership with apparel brand Justice.

The collection will launch for Spring 2018. It will be available across the US, UK, Canada and Australia.