Good things really DO come in small packages.
Situation
Nickelodeon and Sesame Workshop created a JV, Noggin, to launch an educational brand and channel for kids 2-14 using the extensive libraries and resources of both owners.
Results
Fastest growing channel, in ratings, on TV.
Second highest rated channel for preschoolers. (behind only Nickelodeon)
Grew to $100MM in revenue by year five, 40+% margins.
Story
Parents needed TV to be a wholesome babysitter, but were guilt-ridden. To signal loudly that Noggin was a smart parent choice, we borrowed equity from a place they loved — preschool. Noggin’s tagline, and environment became “Like Preschool on TV.” Guilt assuaged, the channel took off.
Strategy
Convert the channel into a preschool destination.
