Nickelodeon Consumer Products UK and Argos will run the unique first to market promotion in the retailer’s autumn/winter catalogue and on www.argos.co.uk.
The promotion runs until December 2010 on a dedicated Dora product page in the catalogue’s toy section.
A puzzle mechanic encourages children to count images of Dora’s friend Boots on the page and visit the Argos website to enter the competition. Prizes will be won on a monthly basis, leading up to the main prize in December; a family holiday for four at the Nick Hotel in Florida.
Licensees involved in the promotion include master toy Fisher-Price and VTech. Nickelodeon will support the promotion through marketing activity including 30-second TV ad slots exclusive to Argos across Nick Jr and Nick Jr 2 throughout August and November, highlighting the product range and competition mechanic and driving viewers to the Argos website.
Two full colour page ads have been booked for Dora magazine in the September and November issues. Digital support will come from banners on www.nickjr.co.uk, running throughout the promotion.
Fisher-Price is also supporting the promotion by featuring the competition in a mail-out to over 50,000 subscribers to UK parents of pre-schoolers.
Clare Piggott, VP of Nickelodeon Viacom Consumer Products UK said: “Argos has been a long standing supporter of Dora, Nick Jr’s evergreen pre-school heroine.
"It is fantastic that we have jointly developed such a strong promotion to support Argos’ range of products in her special birthday year”.
This promotion is part of Dora the Explorer’s tenth anniversary celebration; the theme of which is Explorers Wanted, inviting pre-schoolers all around the world to come and explore with Dora.
In the UK, the theme runs across all areas of Nickelodeon output including on-air, online, in-store with retail and licensing partners, events, PR and marketing initiatives.