Noggin, Nickelodeon’s interactive learning platform for preschool-age kids, is reportedly shutting down after almost 10 years.
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, according to a report by trade publication Kisdscreen. Programming that had been on Noggin will be migrated to Paramount+. Reps for Paramount Global and Nickelodeon did not respond to requests for comment.
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.”
According to the Kidscreen report, Noggin will no longer be taking new subscribers and there will be a transition period for current subscribers. In 2019, Noggin had 2.5 million paying subscribers, per the 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.
