• by Fern Siegel , May 11, 2023

Nickelodeon has returned to its familiar splat logo in a new brand campaign, its first in six years.

The updated logo just debuted in the U.S. The rebrand, which includes various on-air graphics, rolls out in the U.K. in July and in more markets throughout this year.

Part of the rebrand means offering audiences new animation that enlists classic characters from "SpongeBob SquarePants," "Teenage Mutant Ninja Turtles," "PAW Patrol," "Blue’s Clues," "Baby Shark," "The Loud House" and "Monster High."

"It was time for us to really look at the brand, and look at our audience, and talk with our audience and revisit all the pieces of Nickelodeon," Sabrina Caluori, EVP of global kids and family marketing at Nickelodeon and Paramount, told Adweek. "What's fundamentally different now than when the brand was initially taking shape, is kids' relationship to their parents and parents' relationship to their kids."

The Portal to Fun launch campaign includes five mixed media brand spots that utilize the splat as an intro to unexpected experiences, each including Easter eggs.

The network will also bring Portal to Fun experiences to schools.