As a senior development executive within Nickelodeon’s Unscripted Department, Jay Schmalholz played a key role in reviving and reimagining some of the network’s most iconic game show properties—evolving them for a new generation of viewers while driving cultural relevance and cross-platform engagement.

 

Jay spearheaded the development and launch of Double Dare with Liza Koshy, a fresh take on the classic slime-filled competition series that fused nostalgia with the energy and humor of one of YouTube’s biggest stars. The reboot quickly became a hit, generating a massive surge in social buzz, media coverage, and fan engagement, while introducing the beloved franchise to a whole new audience.

 

He also developed a reboot of Are You Smarter Than a 5th Grader?, hosted by John Cena, reimagining it with a kid-first POV and playful twists tailored to the Nickelodeon audience. Additionally, he launched Keep It Spotless, an original competition series also executive produced by Cena. The show blended the thrill of physical competition with innovative technology and striking visual design—creating a clever evolution of Nickelodeon’s signature love of mess for a modern generation.

 

With sharp creative instinct and a deep understanding of the brand, Jay helped evolve unscripted content at Nickelodeon—balancing classic formats, bold new concepts, and talent-driven programming that resonated across linear, digital, and social platforms. His work helped fuel a new wave of unscripted success for the network, strengthening its legacy as a leader in family-friendly competition and entertainment.