Daniel Tiger, the four-year-old animated tiger cub who stars as the main character in the educational television series Daniel Tiger’s Neighborhood, is keeping the stripes rolling.
9 Story Brands, the dedicated in-house consumer products and global licensing division of 9 Story Media Group and Fred Rogers Productions, an American non-profit children’s media organisation that creates educational television shows and digital content focused on social-emotional development, have renewed their global licensing and merchandising partnership for Daniel Tiger’s Neighborhood, one of PBS Kids’ most-watched shows, for another seven years.
The deal keeps 9 Story Brands as the property’s exclusive worldwide licensing and merchandising agent, building on more than a decade of consumer products success.
The Emmy Award-winning preschool brand, now in its eighth season, has grown to more than 60 licensees, with more than 75 new Stock Keeping Units (SKUs), 75 unique new products or product variations are being added to a company’s inventory, expected by the end of 2026. From toys and publishing to apparel, crafts and location-based entertainment, Daniel Tiger continues to pounce into new categories.
9 Story Brands vice president Kristin Lecour mentioned, “Daniel Tiger’s Neighborhood has become a trusted companion for families around the world, and its themes of empathy, emotional intelligence, and everyday problem-solving continue to resonate with preschoolers and their families. We are incredibly proud of the licensing program we’ve built together with Fred Rogers Productions and are excited to continue expanding the brand into new categories, retail channels, and territories while remaining true to the values that have made Daniel Tiger such an enduring success.”
Fred Rogers Productions vice president of licensing Katie Huber stated, “9 Story Brands has been an exceptional partner, bringing thoughtful strategy, creativity and a deep understanding of the Daniel Tiger’s Neighborhood brand to every aspect of our licensing business. Together, we’ve built a consumer products program that authentically reflects the educational mission and heart of the series while creating meaningful ways for families to engage with Daniel Tiger every day. We’re thrilled to continue this partnership and build on that momentum in the years ahead.”
Jakks Pacific, a leading American toy and consumer products company, remains the brand’s longstanding toy partner, while Simon & Schuster, one of the world’s largest English-language book publishing companies, has published more than 190 titles.
Inspired by the legacy of Mister Rogers’ Neighborhood, Daniel Tiger’s Neighborhood has spent nearly 15 years turning preschool milestones into songs, stories and social-emotional lessons.
With seven more years locked in, Daniel Tiger’s licensing journey looks set to keep chugging along with stripes, smiles and all.
