Ninja Turtles Take Over Toys “R” Us

In anticipation of the September “Teenage Mutant Ninja Turtles” premiere on Nickelodeon, Toys “R” Us is dedicating a “sewer lair” space for products inspired by the four crime fighters. “Creating the atmosphere of the Ninja Turtle’s sewer lair in their stories makes it look like the Turtles are leaping out of our TV series and into kids’ hands,” says Manuel Torres, senior vice president of global toys at Nickelodeon Consumer Products. The collection includes vehicles, action figures, playsets from Playmates Toys and action figures. The store will also launch a page on their website in August dedicated to Turtle fans, where they can download wallpapers and coloring sheets, and also get a sneak peek at the series.  “Nickelodeon has a hit on its hands with this re-launch of ‘Teenage Mutant Ninja Turtles,’ and we fully expect kids to be clamoring to play with their favorite heroes in a half shell,” says Lisa Harnisch, vice president and general merchandise manager of Toys “R” Us U.S.