Most of its products are based on TV shows that originated on the network, as well as properties that they purchased and incorporated into Nickelodeon, like Teenage Mutant Ninja Turtles and Winx Club.

[6] According to an article in The Chicago Tribune, Paramount Consumer Products takes "an unconventional approach to licensing" where the company waits up to two years after a show's premiere before releasing tie-in merchandise.

These "off-channel" brands were the video game franchise Tak and the Power of Juju and everGirl, a doll line and website designed to promote a positive self-image for girls.

[11] everGirl was co-created by Angela Santomero (one of the creators of Blue's Clues)[12] and its development was overseen by Leigh Anne Brodsky,[12] who went onto become the president of NVCP from 2004[13] to late 2011.

In the following years, Connolly helped relaunch two brands that Viacom had purchased: Teenage Mutant Ninja Turtles and Winx Club.

Connolly said that TMNT represented an opportunity to appeal to collectors and the "comic book geek crowd" while Winx Club provided Nickelodeon "with a much-needed girl's property.

"[18] In 2012, Connolly suggested that Viacom's consumer products had been decreasingly relevant to the public for several years, and that he hoped the introduction of the toyetic brands TMNT and Winx Club would change this.

[5]From 2013 to 2015, Nickelodeon & Viacom Consumer Products started to open Nickelodeon-branded stores worldwide, including a flagship location in Leicester Square, London.