Nickelodeon Invades Toy Fair 2005

Nickelodeon will be all over Toy Fair 2005 Feb. 21-23 in New York.

Nickelodeon Consumer Products will roll out a new line of toys based on “everGirl,” its first lifestyle brand aimed at tweens.

The network said the products -- from Playmates Toys Inc., Cardinal Industries Inc. and Giddy Up! LLC -- are aimed at help promoting positive self-esteem, creative expression and self-discovery.

“It's important for girls to be able to express themselves and be creative through play at a young age and carry this into their teen years,” Nickelodeon & Viacom Consumer Products president Leigh Anne Brodsky said in a prepared statement.

“everGirl encourages girls to explore their dreams and identities while nurturing their self-confidence and talents,” she added.

The network is also introducing a new product line tied to LazyTown, the newest show in its “Nick Jr.” preschool block.

Mattel Inc.’s Fisher-Price will debut a new line of interactive and role-play toys that incorporate the show's energy and characters at Toy Fair 2005, Nick said.

“The show is a huge hit among preschoolers, and our new products not only enable them to get up and be active, but they also give fans another way to enjoy their favorite TV show through interactive play,” Brodsky said in a prepared statement.