Nickelodeon teams with Toys R Us for Dora campaign

Firm unveils first ever multi-territory retail promotion, Dora?s Fantasy Adventures.
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Nickelodeon Consumer Products' (NCP) promotion with Toys R Us will celebrate the tenth anniversary of the property and the Explorers Wanted international umbrella Dora campaign.

The deal marks the first time NCP has linked up with Toys R Us or any other company on a multi-territory promotional deal.

The new Dora’s Fantasy Adventures product assortment offers products from Fisher Price and Mega Bloks, which have been re-packaged for the anniversary and feature refreshed Dora artwork.

The retail initiative covers three key markets, beginning with the UK this month, followed by a simultaneous launch in Australia and Canada in November.

Leigh Anne Brodsky, president, Nickelodeon Consumer Products, commented: “Dora is such a beloved character and toys are at the heart of children’s play and development so it was crucial that we create something really innovative and unique to ensure that one of our key properties remains fresh and exciting during her anniversary year.

"We’re delighted to be partnering with such a renowned global retailer as Toys R Us to offer this signature tenth anniversary Dora assortment, further enabling Dora the Explorer to make her mark around the globe.”

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