Nickelodeon UK renews key Dora contracts

Firm confirms continued commitment from toy suppliers for the Dora the Explorer licence.
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Martin Yaffe, Worlds Apart and David Halsall are among a number of key partners of the pre-school property, Dora the Explorer, that have renewed contracts for a further term.

Clare Piggott, vice president Consumer Products, Nickelodeon UK, said: “We are thrilled that key partners are continuing their work with Dora and committing to the brand for a long time. Sales figures show she continues to perform amongst the top few pre-school properties on the market.

“Partners continue to recognise Dora’s staying power and reputation as an evergreen property that can be relied on.”

Dora was first broadcast on Nickelodeon in the UK in early 2000 and has since become established as a favourite among pre-school children.

The licensing programme has grown and broadened and distribution has deepened into all retail channels. Dora remains in the top three licensed characters overall, for girls under five. (Source: NPD)


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