Retailer partners with NVCP to launch an in-store summer retail campaign for the evergreen property.
The promotion, running from July 9th to August 1st, aims to drive families to Smyths stores, and raise awareness of NVCP Dora the Explorer licensed product ranges.
Children visiting Smyths stores will receive a free sticker sheet and a themed map of the Smyths store.
The mechanic will encourage children to find Dora the Explorer characters located in different sections of the store and then place the stickers on the corresponding part of the map. Once children have completed the task, they will receive a Dora badge.
The promotion is being supported on the Smyths website with a fully branded landing page and there will be a four week poster and flyer campaign prior to the promotion going live.
Also involved with the promotion are licensees Fisher-Price and Martin Yaffe who have their product featured on the back page of the map.
Consumers will also be given the chance to enter a competition to win selected products on the Smyths website.
Clare Piggott, VP of Nickelodeon Viacom Consumer Products UK said: “Smyths have been a loyal supporter of Dora the Explorer over the years so we’re thrilled to bring this imaginative activity to the stores which really captures the essence of Dora; exploration, discovery and reward.”
Peter Strange, head buyer for pre-school, Smyths Toys Superstores, added: “We are delighted to partner with Nickelodeon for this summer promotion.
“Dora the Explorer licensed product has always been popular with our customers and this promotion will ensure that the new product lines are given the visibility and awareness that they deserve through an engaging activity mechanic”.
The promotion ties in with the theme of Dora the Explorer’s tenth anniversary celebration, Explorers Wanted, which invites pre-schoolers all around the world to explore with Dora.
In the UK the Explorers Wanted theme will run across all areas of Nickelodeon output including on-air content, online, in-store with retail and licensing partners, off air events, PR and marketing.