Nickelodeon and Viacom Consumer Products commences planning for anniversary celebration activity.
In 2010, Nickelodeon’s flagship pre-school property, Dora the Explorer, celebrates ten years on air.
Since her first US broadcast in early 2000, and subsequent UK broadcast in 2003, Dora now occupies a leading position in the pre-school market.
Global celebrations will run throughout next year. In the UK, new episodes will broadcast on Nick Jr and special content will be incorporated into a multiplatform offering.
Licensing campaigns will focus on new style guides for limited edition and commemorative products.
The celebration activity will be supported by an increase in channel focus, integrated consumer and commercial marketing activity and retail promotions during key periods.
The UK celebrations are part of an international campaign and activity will be supported at a global level.
The year’s celebrations will be brought together by a theme that encourages children to adventure and share experiences with the character and will unify both on-air programming with off-air activity.
In the run up to next year’s celebrations, 2009 has seen Dora feature in a nationwide shopping centre tour and receive a nomination for Best Pre-School Licensed Property in the Licensing Awards 2009.
In October, a one-hour special, Dora Saves the Crystal Kingdom, will broadcast on Nick Jr and will be supported by a new line of consumer products (across toy, book, home entertainment and video game categories), consumer marketing campaigns, retail activity and PR.
Clare Piggott, vice president of Consumer Products, Nickelodeon UK said: “We’re really excited about Dora the Explorer’s tenth anniversary.
"Our latina heroine is one of our top performing properties and it is befitting to support her celebrations with a truly intergrated campaign, unifying on-air programming, consumer products, commercial and consumer marketing, promotional activity and PR.”