Nick ties with IMC for Dora lines

Pan regional partnership inked for new music and consumer electronics products.
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Nickelodeon and Viacom Consumer Products has signed its first licensing deal with IMC Toys, one of Spain's largest consumer electronic companies, to launch a new line of electronic musical instruments and Walkie Talkies inspired by pre-school hit Dora the Explorer.

The range will roll out across 33 European territories including France, Germany, Italy, the Netherlands, Spain and the UK.

The three-year deal - which begins this month - will see products like 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) arrive at retail.

"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," said Jean-Philippe Randisi, senior VP and MD, NVCP for Europe, Near East and Africa, Canada and Latin America.

"I'm delighted to be partnering with IMC on such an innovative deal which extends children's experience of the show they love and look forward to seeing these unique products rolled out across Europe and the Near East."

Jacob Levy, licensing and business development directopr at IMC Toys, added: "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."


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