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First-ever multi-territory retail promotion, Dora’s Fantasy Adventures,
launches in Australia, Canada and the UK from September
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Nickelodeon Consumer Products (NCP) has announced a new, multi-territory promotion with Toys“R”Us, the world’s leading toy retailer, to celebrate the 10th anniversary of iconic Nickelodeon property Dora the Explorer and the ‘Explorers Wanted’ international umbrella Dora campaign. Leigh Anne Brodsky, President, Nickelodeon Consumer Products announced the Dora’s Fantasy Adventures partnership at Brand Licensing Europe. It is the first time that NCP has linked up with Toys“R”Us or any other company on a multi-territory promotional deal.
The new Dora’s Fantasy Adventures product assortment offers consumers a selection of products from Fisher Price® and from Mega Bloks®, which have been specially re-packaged for the anniversary and feature refreshed Dora artwork. Among the Fisher-Price products in the line are a Dora talking Fairy Tale Princess, Fantasy Adventures Fashion Dolls, Dress & Spin Miniature Dora, a Princess Wand, collectable miniature play sets and a Sparkle Castle play set. Additionally, Mega Bloks will offer a Dora-themed tube of blocks. |
The innovative retail initiative covers three key markets, beginning with the UK this month, followed by a simultaneous launch in Australia and Canada this November.
“Dora is such a beloved character and toys are at the heart of children’s play and development so it was crucial that we create something really innovative and unique to ensure that one of our key properties remains fresh and exciting during her anniversary year,’ commented Brodsky. ‘We’re delighted to be partnering with such a renowned global retailer as Toys“R”Us to offer this signature 10th anniversary Dora assortment, further enabling Dora the Explorer to make her mark around the globe.” |
