Nick partners with Mahindra Retail; launches new range of adventure toys

Viacom18’s kids brand, in association with one of India’s leading retailers, Mahindra Retail have introduced a new range of adventure toys – Play Nation ‘Royal Express & Play Nation Speed Racing’. This collection of toys will help kids experience a combination of thrill and excitement, plus enable them to build their own racing paths right from scratch.

Powered by Nickelodeon, the exciting range of DIY (Do It Yourself) toys will consist of a train set called Play Nation Royal Express and a car set called Play Nation Speed Racing. Both the sets will be available in three versions and will be priced between 

Rs. 1499 and Rs. 4999. Available in over 1000 retail outlets in the country, kids can buy their sets at all prominent stores.

To add to the fun, multiple players can compete against each other, thus adding to the interactivity and play value. The Play Nation Speed Racing range of toys have special features like speed control, changeable routes, working red lights and magnetic base amongst others, whereas the Play Nation Royal Express boasts of features like backward action, infrared control, auto hinge and working headlights.

Sandeep Dahiya, Sr. Vice President - Consumer Products & Communications, Viacom18 Media Pvt Ltd, says “We’re happy to partner with Mahindra Retail to extend our brand to ‘Royal Express’ and ‘Speed Racing’. Given their unique features, the range is sure to excite our young consumers with its action, speed and engineering aspects.” He further added, “This partnership is in line with our plan to extend brand ‘Nickelodeon’ to categories that are relevant as well as exciting, through interesting collaboration like this.”

Deepinder Kapany – Executive Vice President, Distribution Business & Beanstalk, Mahindra Retail, adds, “We are extremely delighted with this new association with Nickelodeon. The launch of the Play Nation Royal Express and the Play Nation Speed Racing is only the beginning to excite kids to make their very own railway and racing tracks! It’s more than just fun, as these products can help build teamwork abilities, develop the kids motor and coordination skills while the child has fun and is being entertained in a healthy manner. Our association with Nickelodeon is a perfect platform to launch these toys that are synonymous to fun, entertainment, development and adventure, just like Nickelodeon.”

The association will also include marketing activities like on-air promotion, consumer interactivity, digital and radio that will help in engagement with kids. The range will be promoted through various social media platforms like Facebook, Twitter as well as on the Nick India website.


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