Noggin, Nickelodeon’s interactive learning platform for preschool-age kids, is shutting down after almost 10 years, PvNew has /confirm/ied.
Noggin is a casualty of Paramount Global’s companywide layoffs this week, which resulted in about 800 staffers being let go. The entire team that ran Noggin was laid off, as first reported by trade publication Kisdscreen.
Noggin will wind down sometime in 2024, with the exact date still to be determined. Noggin will no longer be taking new subscribers and there will be a transition period for current subscribers, sources /confirm/ied.
Paramount+ already includes video content that has been on Noggin under Nick Jr., which is the company’s flagship preschool brand, and the company is focusing on reinforcing Paramount+ as a service with programming catering the whole household.
Designed for kids aged 2 to 7, the Noggin subscription service was launched in 2015. Most recently, it cost $7.99/month or $71/year. From 1999-2009, Noggin operated as a cable TV channel offshoot of Nickelodeon.
The Noggin service included a library of more than 1,000 learning games, activities, exclusive shorts and ebooks as well as over 2,000 ad-free episodes of series like “PAW Patrol,” “Peppa Pig,” “Blaze and the Monster Machines,” “Bubble Guppies,” “Dora the Explorer,” “Backyardigans,” “Wonder Pets,” “Little Bear” and “Blue’s Clues.” Nickelodeon has promoted “Noggin’s specialized educational approach” designed “to build your child’s math, literacy and wellness skills while developing their curiosity and social and emotional learning.”
In 2019, Noggin had 2.5 million paying subscribers, per the Kidscreen report. Last September, Noggin had launched a new feature called Special Delivery, which delivered a personalized experience to children. According to the company, each day kids logged in they would be greeted by a rotation of their favorite Nick Jr. characters who deliver a “specially curated box” of learning games, videos and activities that both entertain and educate.
