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PR: Nickelodeon UK brings the Shellraiser to life for the first time

New Shellraiser Tour, in association with Sky Go, will visit ten Asda locations across the country throughout July

London, 1st July 2013 – Nickelodeon is bringing the iconic Teenage Mutant Ninja Turtles’ vehicle to life, as it announces the first nationwide consumer event with the Turtles brand.  The Shellraiser Tour will give thousands of children the opportunity to interact with the property, as the number one boys’ action figure vehicle is made a reality and will visit Asda stores every weekend in July. Details of the tour can be found at nick.co.uk/shellraiser.

shellraiserThe five-week tour will allow kids to become a qualified Ninja by completing a ‘Dojo Ninja Experience’ by learning non-contact martial arts moves from film stunt man Mike Shenton, as well as providing the opportunity to trial the Flair action figures and role play sets. Children will also be able to watch swot up on their Turtles knowledge by watching episodes on demand in a Sky Go area.

The life-sized Shellraiser took 62 days to build, involved 19 litres of paint and more than 150 slices of pizza were consumed throughout construction.  As well as the dedicated website page tracking the journey, the tour will be supported with an on-air competition for children to win a visit from the Shellraiser to their school.

“Being able to climb on-board the Shellraiser will be a dream come true for many kids in the UK,” said Mark Kingston, GM and SVP Nickelodeon and Viacom Consumer Products, Europe, Middle East, Africa & Australia. “The success of Turtles in the toy market to date has been outstanding but being able to physically bring the property to so many children is only going to take the brand further.”

Luke Bradley-Jones, Director of TV Products at Sky commented: “Teenage Mutant Ninja Turtles and others popular Nickelodeon shows are watched by tens of thousands of families every month on Sky Go, whether that’s on an iPad, laptop or smartphone. We are excited to see some of these have the opportunity to climb on board the Shellraiser and complete The Dojo Ninja Experience.”

“Since launch the Turtles range has created lots of excitement amongst children, as well as being popular with customers that fondly remember the characters from the first time around,” said Steph Hughes, Head of Events Marketing at Asda. “Having the Shellraiser at 10 of our stores will be great fun for our customers and their families.  It’s a great way of bringing to life the Turtles brand which we know our customers love and a way for kids to get active with a taster of martial arts.”

Nickelodeon is the number one commercial kids TV network in the UK. Launched in 1993, it comprises seven dedicated entertainment channels for kids aged 4-15: Nickelodeon, Nickelodeon HD, Nick +1, Nicktoons, Nick Jr., Nick Jr. +1 and Nick Jr. 2. The Nickelodeon network now reaches more than 10 million viewers a month and is available in 14 million cable and satellite homes. The company has built a diverse multi-platform business by putting kids first in everything it does and includes critically-acclaimed and hugely-popular television programming from the UK and around the world, plus consumer products, online, events, recreation and feature films.

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