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HIGH POINT, NC, October 2009 – Lea Furniture, the leading producer of youth bedroom furniture, took Nickelodeon’s “kids’ first” approach to heart with the creation of Nickelodeon™ MyRoom, a youth furniture collection that engages kids’ individuality while instilling a sense of pride and ownership in their own space.

 

Nick, created by Lea just for children ages 3 to 7, is the largest of the new lines in the Nickelodeon MyRoom collection and debuts at the Lea showroom, C934 in the IHFC building, this October at the High Point Furniture Market.

 

 

Lea’s product development team recognizes that a child’s bedroom is more than just a place for them to sleep. It is their world. They created Nick as a furniture line that will turn a room of any size or shape into a place where kids can express themselves, surround themselves with friends, celebrate their achievements and enjoy the treasures they love.  

 

Each line in the Nickelodeon MyRoom collection is designed with versatility and functionality in mind to keep up with the ever-changing needs and interests of kids – and to keep pace with them as they grow. There are plenty of places to store or display stuff, because Lea experts know that kids today always seem to have more stuff than they (or their parents) know what to do with! And Nickelodeon MyRoom is serious about quality, with plenty of built-to-last features.

 

To test its vision, the company conducted a series of national consumer research studies to gain insight and feedback from both children and parents during the product development process. Results show nine out of 10 parents want a child’s bedroom to be a place where she or he feels ‘safe’ and comfortable expressing their individual personality and sense of style.

 

 

The result is the new “kid-centric” Nick furniture line that delivers everything parents want for their kids and everything the kids want for themselves. The line’s interchangeable and reversible panels allow kids to be surrounded by the characters they love while Nick’s wide selection of beds, chests and accent pieces and versatility extend the value of the furniture.

“Along with kids’ self-expression and storage for parents, our goal with Nick was to deliver built-to-last quality for this age-gate and beyond,” said Earl Wang, Senior VP of Sales and Merchandising. The Nick line offers larger beds and trundle beds, larger dressers and sturdy case construction with full extension drawer guides and superior drawer construction.

 

Lea’s research shows the interchangeable and reversible graphic panels will be a big hit with parents as well as kids. Two (2) reversible panels with different graphic images are included with each Nick product, giving kids their choice of four different designs, and giving parents a fifth option as all-white furniture (without the panels) for later use as a second bedroom.

 

Nick graphic panels feature SpongeBob in both classic and contemporary forms as well as Dora and her best friend Boots, and Diego with his best friend Baby Jaguar. This assortment of reversible panels will allow kids to change to their favorite Nickelodeon character whenever and as often as they want. And, when coupled with fun furniture accents and ‘glow in the dark’ elements, will provide kid-friendly interest as well as additional storage.

 

Nick reversible panels add longevity to the furniture. Girls can change from Dora to Simply Bob (a contemporary silhouette of the famous character floating in a bubble pattern on a fresh, citrus orange color pallet), while boys can go from Diego to Classic Bob and back again. As the child outgrows the desire to be surrounded by Nickelodeon friends and characters, the panels can be removed, leaving clean, simple all-white furniture for use in dorms, first apartments or as a second/guest bedroom. 

 

The Nick line offers an assortment of three Nick Hide & Sleep beds that create fun spaces for kids’ to play while offering storage options that appeal to moms and dads. 

 

The Hide & Sleep bed assortment includes:

 

·         The Hide and Sleep storage platform bed

Available in 3/3 twin or 4/6 full, the Hide & Sleep platform bed includes two fully finished enclosed storage compartments on both sides of the bed to help hide clutter, keep rooms organized and help teach children to put things away. There’s also a full extension storage drawer in the footboard. 96 percent of parents said that the under-bed storage in this bed was an appealing feature. The headboard can be sold separately.

Two-thirds of parents surveyed said they frequently read to their child in their bedroom, so the Story Time captain bedwas createdwith a super trundle for added reading space. Available in 3/3 twin or 4/6 full, the Story Time bed offers unique book storage in the footboard to promote reading and keep rooms more organized. 88 percent of the parents in Lea’s study found this footboard to be an appealing feature. The super trundle, which was appealing to 85 percent of parents, offers dual function storage in the upper area with three full extension storage drawers below. Overall, seven out of 10 parents participating in the research said they would consider purchasing the Story Time bed based on its dual functionality and lifestyle appeal.

 

For kids in the Nick age gate, the bedroom is also their play room, so we created the Adventure Loft with play tents. The loft bed with tent cover creates a fun play area underneath the bed and includes three mesh-top tents to choose from (one per bed) with choice of SpongeBob SquarePants, Dora the Explorer, and Go, Diego, Go! graphics. The mesh top allows for good air circulation, and provides storage pockets inside the tent. The Adventure Loft also comes with a Stow-Away storage staircase that includes four storage drawers built into the steps and two bookcase shelves on the side. 92 percent of the parents surveyed rated the Stow-Away stairs as an appealing feature and 67 percent found the loft bed appealing.

 

To complete the room, the Nick MyRoom collection offers coordinating chests and pieces, including:

·         A 52” high 5-drawer chest

·         A 32” high 7-drawer dresser

·         A 27” high single drawer night stand

·         A 44” high vertical mirror

 

To meet parents’ need for extended life and long-term value, Lea developed the Grow With Me desk and play table. Eight out of 10 parents feel it is important to have pieces that grow with their child. Young kids grow so fast, the Grow With Me functionality and adaptability means parents can raise or lower the play table and desk top to a “just-right height” that’s perfect for their child. 

 

The Grow With Me desk can adjust in height from 20” to 30”, and has a large pull-out drawer and a full row of adjustable cubbies to help organize items such as pencils and crayons. Like its Hide & Sleep bed companions, the Grow With Me desk comes with two sets of reversible and interchangeable panels and a roll-about castered desk chair. The height of the castered chair, which is sold separately, is adjustable, and is available in white or signature Nickelodeon orange.

 

The Grow With Me desk will be a popular item. Eight out of 10 parents said they are interested in having a student desk in their child’s room, with 87 percent of parents saying the ability to adjust the height of the desk was appealing and more than half of them saying they would consider purchasing it for their kids.

 

Half of the parents participating in the Lea study said they’d be interested in having a play table in their child’s room. To meet the demand, Lea created the Nick Grow With Me play table which features colorful 3-D images of all three Nickelodeon characters, and adjusts from 16” to 22” in height. The Grow With Me play table also has a pull-out storage compartment on each end for things like blocks or crayons. Orange-topped fabric seats for the play table can be purchased separately. 

 

Knowing that parents cannot get enough storage, Lea created the Stow-Away modular wall system. It features signature Nickelodeon orange accents and will easily coordinate with the Nick and TweenNick collections. The Stow-Away wall units are offered in a clean simple look that makes them perfect for the play room, family room, bonus room or bedroom.

 

The Stow-Away modular wall unit is made up of a variety of options, including:

·         The storage bunching bookcase with orange Sea Flower handle, shelving and two coat hooks

·         The media center with a single pull-out drawer to hold videos, DVDs and games

·         The stacking unit with two dry erase doors

·         The stacking unit with 2 slime buckets

 

 

The Nick line also offers a creative, colorful and fun variety of seating options, including the innovative Flippin’ Out nesting chaise in the Simply Bob pattern. Really three pieces in one – the Flippin’ Out chaise can easily “nest” to a more space-saving cube or separate into two chaise lounges and an ottoman. 

 

The Flippin’ Out nesting chaise is part of the seating assortment that coordinates with any of the three Nickelodeon MyRoom furniture lines. In addition to the Flippin’ Out nesting chaise, the line features:

 

 

 

Nickelodeon & Viacom Consumer Products manages the world's third largest licensing business, representing leading properties such as SpongeBob SquarePants and Dora the Explorer, and managing merchandising for Nick Jr., Nickelodeon, Comedy Central, MTVN International, and Spike TV.

 

Nickelodeon, now in its 30th anniversary year, is the number-one entertainment brand for kids. It has built a diverse, global business by putting kids first in everything it does. The company includes television programming and production in the United States and around the world, plus consumer products, online, recreation, books, magazines and feature films. Nickelodeon’s U.S. television network is seen in more than 99 million households and has been the number-one-rated basic cable network for more than 15 consecutive years. Nickelodeon and all related titles, characters and logos are trademarks of Viacom Inc. (NYSE: VIA, VIA.B).

 

This story posted by Quixote Group Research, Marketing & PR