Four years after reintroducing its classic animated and live-action programming from the 90s, Nickelodeon is doing it again, but this time with a new name, a longer block, and a massive marketing push. So long, The ’90s Are All That. Welcome The Splat. This new programming block kicks off on TeenNick on October 5 and will air from 10pm to 6am. That’s a major expansion as the previous ’90’s block aired from midnight to 3am.
From the get-go, The Splat will air reruns of classic shows including All That, Are You Afraid of the Dark, Kenan & Kel, Rocko’s Modern Life, Rugrats, Salute Your Shorts, and The Wild Thornberrys.
“We are looking at our library to bring back ideas, shows that were loved, in a fresh new way,” Russell Hicks, president of content and development at Nickelodeon, spilled to Variety. “We are getting ready to bring back some of the ones [fans] told us multiple times they want to have brought back.”
The Splat is all about recreating Nick during the ’90s. So, for full nostalgia effect, programming stunts (Super Toy Run), promotions and interstitials (Doo-Wop Dinosaurs, Opera Lady) that filled air time during commercial breaks will also be making a comeback. It’ll feel as if you’ve been transported back in time, and that’s exactly what the network is going for here.
“We have been listening closely to our first generation of Nick kids that are craving the great characters and shows they grew up with watching Nickelodeon in the ‘90s,” said Cyma Zarghami, president of Viacom Kids and Family Group. “We designed The Splat with fans and their requests in mind, which means we’re bringing together these beloved series and a high level of digital engagement to give fans a retro media experience they can’t get anywhere else.”
In addition to airing the programming block, Nick intends to increase awareness with a website, a social media push across YouTube, Facebook, Twitter, Instagram, Vine, and other popular platforms, and a custom emoji keyboard featuring related stickers and GIFs.
The time is ripe for something like The Splat. Need proof? Jimmy Fallon recently hosted a Good Burger reunion, inviting All That and Kenan & Kel alum Kenan Thompson and Kel Mitchell to the Tonight Show for some nostalgic fun. The sketch, embedded after the break, has racked over 4.3 million views in just two days. Watching it instantly brought me back to my youth, and there’s no doubt The Splat will do the same when it launches next month.