NCP's Last Airbender activity ramps up

Premiere today backed by comprehensive merchandising programme.
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With M Night Shyamalan's The Last Airbender making its debut today (July 1st), Nickelodeon Consumer Products continues to roll out the merchandising programme internationally.

In Brazil, apparel retailer Riachuelo has signed a deal for boys covering both The Last Airbender movie and Avatar: The Last Airbender TV series. The launch will be backed with store signage and premiums.

The NCP and Riachuelo partnership - which began back in 2009 - also takes in Backyardigans and Spongebob Squarepants. The retailer will also be launching a Dora the Explorer collection in August and an iCarly line in October.

In the UK, The Last Airbender will be debuting in a major multi-property back to school promotional deal between NCP and footwear chain Clarks.

The agreement, supporting the Bootleg branded footwear line, runs from July through to the end of September, taking in TV advertising, an online competition, in-store POS and an exclusive pack of Nick Trumps (pictured).

The Clarks deal also includes Spongebob Squarepants, iCarly, The Troop, Big Time Rush and Fanboy & Chum Chum.


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