Nickelodeon and ViacomCBS Consumer Products have announced a consumer products partnership with music icon Darryl McDaniels, also known as acclaimed producer and musical artist DMC, and one of the founding members of the groundbreaking hip hop group Run-DMC.

Under the agreement, McDaniels will partner with Nickelodeon and ViacomCBS Consumer Products for a cross-category consumer products programme that includes apparel, a publishing deal with Random House Children’s Books, and a collaboration with Noggin, Nickelodeon’s interactive learning service for preschoolers.

The collaboration between Noggin and McDaniels features the music icon lending his voice to episodes of Noggin’s brand-new original series What’s the Word? (15 episodes). Each short-form animated music video features a new word – such as cooperate, opposite and persevere ­– for kids, while utilising songs and fan-favourite characters from hit series, including Blue’s Clues & You! and PAW Patrol, to help illustrate and teach the meaning of the word.

Additionally, consumer product plans are underway for a selection of apparel and accessories inspired by McDaniel’s childhood that will be available exclusively on the Nickelodeon brand store of Amazon, along with a future collaboration with The Felix Organization, a nonprofit organisation and longstanding partner of ViacomCBS that was founded by McDaniels and EMMY Award-winning casting director Sheila Jaffe, which aims to help enrich the lives of children in foster care.

“Throughout my career, I’ve been very fortunate to have a diverse group of fans, including kids,” says McDaniels. “Working with Nickelodeon and ViacomCBS Consumer Products and having the opportunity to help make a positive impact on their lives and develop their self-esteem is so special to me.”

Pam Kaufman, President, Global Consumer Products, ViacomCBS, says: “Darryl McDaniels is a remarkable talent, with an equally inspiring background, who has positively impacted the lives of millions through his music and philanthropic work.  We are so excited to work with him and extend his platform to reach today’s generation of kids around the globe with his message of empowerment, encouraging all kids to chase their own dreams.”