WAYNE, N.J. — Toys"R"Us, Nickelodeon and Playmates Toys have a potential cash cow on their hands with the revamped "Teenage Mutant Ninja Turtles" CG-animated series and corresponding line of action figures, vehicles, role play items and playsets. The series premieres Saturday, Sept. 29, at 11:00 a.m. (ET/PT) with a one-hour special event. The toys, developed by Playmates, is available in stores and online.
“Nickelodeon has a hit on its hands with this relaunch of Teenage Mutant Ninja Turtles, and we fully expect kids to be clamoring to play with their favorite heroes in a half shell,” said Lisa Harnisch, VP, general merchandise manager for Toys“R”Us, U.S. “We worked closely with Nickelodeon and Playmates Toys to create Teenage Mutant Ninja Turtles merchandise and be able to offer these items in our stores so fans can experience the magic of ‘Turtle power’ even before the show airs.”
Like so many reboots of popular 80's and 90's children's television shows and movies, the new Turtles show and toy line will appeal to parents who grew up watching them and have a sense of nostalgia that can share with their children.
The new Teenage Mutant Ninja Turtles line is currently displayed within a dedicated space at each Toys“R”Us store. Designed to look like the Sewer Lair of the Ninja Turtles, the area features images of all four Teenage Mutant Ninja Turtles above a grey brick wall that opens into an image of a sewer pipe. Lined with piping to evoke a realistic sewer feel, the area will be expanded once again as more of these products begin to arrive in Toys“R”Us stores in August.
“We’re excited that Toys“R”Us is rushing Teenage Mutant Ninja Turtles toys to their shelves, proving the strength of ‘Turtle Power’,” said Manuel Torres, SVP global toys, Nickelodeon Consumer Products. creating the atmosphere of the Ninja Turtle’s sewer lair in their stores makes it look like the Turtles are leaping out of our TV series and into kids’ hands.”
The retailer has also launched a dedicated online site that features downloadable content for Turtle fans, including wallpapers and coloring sheets. Additionally, kids can preview videos of Nickelodeon’s Teenage Mutant Ninja Turtles TV show.
Fans of the Toys“R”Us Facebook will also get “Turtle Time” when they visit Facebook.com/Toysrus with trivia, product information and more about the Teenage Mutant Ninja Turtles posted on the company’s wall.