German family channel Super RTL wants to take over children’s channel Nickelodeon in Germany and rebrand it into its children’s brand Toggo.
The companies confirmed a corresponding agreement to German industry publication DWDL.
According to the agreement, Super RTL will take over Nickelodeon’s established satellite frequency on Astra (19.2° East) and operate the channel under its own Toggo brand after a transitional period, while continuing to show popular Nickelodeon series such as Paw Patrol and SpongeBob SquarePants. The Nickelodeon channel brand will disappear from German free-TV. Paramount intends to focus entirely on its streaming services Paramount+ and Pluto TV in the children’s sector in Germany in future.
“By expanding the partnership with Nickelodeon and Paramount, Super RTL is offering its young audience an even richer wealth of high-quality children’s programmes. The takeover of the satellite frequency creates a new valuable Toggo touchpoint for the target group of 3 to 13-year-olds. This fits perfectly into the strategy of making the Toggo brand present and tangible for children across as many channels and platforms as possible,” said Thorsten Braun, Head of Marketing, Brand & Consumer Products Officer at RTL Deutschland.
Michael Keidel, Vice President Ad Sales, Affiliate & Streaming Partnerships in Northern, Central & Eastern Europe at Paramount, added: “Thanks to the strategic partnership with Super RTL, the popular Nickelodeon characters and stories for children in Germany continue to have a firm place on free-TV. This fits perfectly into our strategy of entertaining fans via numerous high-reach touchpoints. These include our premium streaming service Paramount+, our free, ad-financed streaming service Pluto TV and our pay-TV channels.”
The transaction is subject to approval by the German Federal Cartel Office.
