The initiative is a key element in Nickelodeon’s experiential marketing strategy, which aims to bring the entertainment to wherever kids are.
Nickelodeon will invite kids aged three to 12 and their parents to join in two days with the characters in each shopping centre.
Entertainment will include character appearances and meet-and-greet photo opportunities throughout each day, as well as activities such as solving clues on Dora’s activity wall and SpongeBob’s Bikini Bottom-themed zone, with daily giveaways.
The activity in each Shopping Centre will centre on a Nickelodeon stand with 3D elements and video content via plasma screens.
The activity will also maximise the opportunity to generate footfall to key retailers of SpongeBob and Dora product lines.
The tour continues Nickelodeon’s strong tradition of reaching out to kids and their parents across the regions of the UK and inviting them to join in with the characters.
Steven Brabenec, consumer marketing director at Nickelodeon UK said: “We are delighted to welcome thousands of kids and their parents to join in the fun this year.
"With this summer tour Nickelodeon is continuing its tradition of developing and staging on-the-road experiential event activity which can support channel favourites and enable us to interact with kids and their parents across the regions.”
Clare Piggott, VP of Consumer Products at Nickelodeon UK added: “We are very keen to support our retailers who are listing products from our top brands SpongeBob and Dora for this event.
"Driving footfall to store through this fabulous experiential activity forms an integral part of our Consumer Products retail strategy and we are currently in discussions with our retail partners to create on-the-ground mechanics to maximise this opportunity.”
The Nickelodeon Shopping Centre Tour will visit the following venues:
August 1st – 2nd Lakeside Thurrock, Essex
August 5th – 6th Metro, Gateshead
August 8th – 9th East Kilbride, Glasgow
August 15th – 16th Meadowhall, Sheffield
August 19th – 20th Merry Hill, Dudley W.Midlands