NCP picks up the pace with new Dora deals

Pre-school property continues growth with raft of retail promotions.
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Nickelodeon Consumer Products is gearing up for a new peak of activity for its Dora the Explorer property, with season seven and new specials set to air in 2012.

Canadian family store group Zellers is running a promotion linked to Dora's Ballet Adventures this month to tie in with the launch of the DVD. Dora the Explorer branded ballet inspired footwear, fashion and accessories will be supported with an integrated on air, online and in-store campaign. Treehouse Television is also supporting the initiative by airing Dora the Explorer Marathon on August 6th.

Also in Canada, for the holiday season, Walmart is launching its Dora Loves Puppy campaign, with Dora and Perrito featuring on winter play clothing. Fisher-Price's Dora Pets line will also launch in-store and will be pushed with TV and online advertising.

Moving to the UK, and this autumn sees Fisher-Price team with Tesco to launch an exclusive Ballet Girl doll. The event supports a new on air episode called Dora's Dance Recital, a themed TV commercial, online and print campaigns and in-store events.

The Help Dora Help initiative will also continue through 2012 in the UK, and will also be launching in Germany with Toys R Us.


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