New Music & Consumer Electronic Based Lines Around Nickelodeon´s Pre-School Hit, Dora The Explorer, To Launch In Autumn 2009

Nickelodeon and Viacom Consumer Products (NVCP), a division of Viacom Inc (NYSE: VIA, VIA.B), has signed its first-ever licensing deal with IMC Toys S.A., one of Spain’s biggest consumer electronic companies, to launch a new line of electronic musical instruments and Walkie Talkies inspired by Nickelodeon’s pre-school hit property, Dora the Explorer. The range, which is designed to engage and equip pre-schoolers for a musical adventure with their favourite singing and dancing Nick Jr character, Dora, will roll-out across 33 European territories including France, Germany, Italy, Netherlands, Spain and the UK.

The three-year deal partnership between NVCP ENEA and IMC Toys S.A. commences in January 2009 and will hit retail shelves in Autumn 2009. Examples of products include a Dora the Explorer keyboard and electric guitar, xylophone, microphone and musical matt, as well as a Walkie Talkie set and Secret Diary (except in the UK) which comes with a magic pen to ensure that all secrets become instantly “invisible”.

“Research has shown that children are inherently open to music and with its strong musical attributes and play-to-learn philosophy, the property Dora the Explorer lends itself perfectly to musical instruments,” commented Jean-Philippe Randisi, Senior Vice President & Managing Director, NVCP for Europe, Near East & Africa, Canada & Latin America. “I’m delighted to be partnering with IMC on such an innovative deal which extends childrens’ experience of the show they love and look forward to seeing these unique products rolled out across Europe and the Near East.”

“IMC has been recognised for its innovation and attractive design for more than 27 years. We are always eager to anticipate consumer demand and trends, and are thrilled to have established a relationship with Nickelodeon & Viacom Consumer Products via one of their most beloved characters," added Jacob Levy, Licensing and Business Development Director of IMC Toys. “Through this partnership, IMC will play an integral role in Nickelodeon's ongoing efforts to encourage kids to participate in healthy active play. Our shared commitment to the development and well-being of children makes this partnership a perfect fit.”

Music provides a fantastic source of entertainment and stimulation for a child in its pre-school stages and it is during these early years that 75% of brain growth is completed*. Children’s love of music and self-expression are carefully reflected in this dynamic new line from IMC Toys S.A.  They now mix their voice and favourite music with the Dora guitar and microphone, play and record their own compositions on the Dora keyboard, contact one another via the Dora Walkie Talkies or simply keep their secrets safe on the secret Dora diary. The new line from IMC Toys S.A. perfectly incorporates the play-to-learn philosophy behind Dora the Explorer and offers a new dimension to NVCP’s Dora the Explorer product lines, encouraging children to get involved in music and connect more deeply with their experience and to the show they love.