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PR: Dora the Explorer Takes the Lead as Sales Growth Elevates Property to Megabrand

by on February 8, 2007

Dora the Explorer Takes the Lead as Sales Growth Elevates Property to Megabrand Status as Number One Toy License in 2006

Dora Breaks New Ground in 2007 with Expanded Products and Play Patterns
Nickelodeon Debuts New Product Lines for Hit Series’ Go, Diego, Go!, The
Backyardigans, Avatar: The Last Airbender and SpongeBob SquarePants as
CDI/Jakks, Mega Bloks, RC2, and Imperial Toy Expand Nick Presence at Toy

NEW YORK, Feb. 8 /PRNewswire/ — Nickelodeon, the number one
entertainment brand for kids and home to today’s most popular characters,
comes to Toy Fair with its lead licensed property and preschool phenomenon,
Dora the Explorer, continuing to make toy and licensing history. According
to industry experts, The NPD Group, holiday 2006 sales propelled Dora into
the number one slot as the year’s top toy license. At Toy Fair, a number of
key licensees including master toy partner Fisher-Price will showcase an
expanded range of Dora the Explorer products that encompasses new play
patterns and broader price points.
(Photo: http:https://www.newscom.com/cgi-bin/prnh/20070208/NYTH148-a
http:https://www.newscom.com/cgi-bin/prnh/20070208/NYTH148-c )

Nickelodeon welcomes to Toy Fair four new additions to its prestigious
toy partner line-up with the introduction of new licensees CDI/Jakks, Mega
Bloks, RC2 and Imperial Toy. From construction toys to role play and
novelty toys, these companies will introduce a wide range of toys entering
more channels of distribution than ever before with some of the world’s
most popular brands like Go, Diego, Go!, SpongeBob SquarePants, Avatar: The
Last Airbender and The Backyardigans leading the way. These industry
leaders join Nickelodeon’s growing network of licensees committed to
supporting the imagination and creativity of children worldwide.

“Nickelodeon, with top-selling mega brands like Dora the Explorer, is
the dominant force in pre-school licensed toys,” said Leigh Anne Brodsky,
President, Nickelodeon & Viacom Consumer Products. “With the highest ranked
preschool shows on commercial television, we’re expanding our properties in
new directions and bringing kids more of the characters they love. Last
year’s launches of Go, Diego Go!, The Backyardigans and Avatar had great
success and this year’s Toy Fair will continue their momentum.” Brodsky
added, “The popularity for everyone’s favorite, SpongeBob, is at an
all-time high and we’re excited about the launch of Hasbro’s Operation
SpongeBob SquarePants. It’s a marriage of two classics that go together
like peanut butter and jelly.”

Nickelodeon Toy Fair Highlights:

Dora the Explorer
Nick Jr.’s superstar Latina heroine, Dora the Explorer, is hotter than
ever! Now in her fifth year of licensed product and with more than $5.3
billion in retail sales under her belt, Dora has made the transition from
top seller to global mega brand. Dora product will be making a big splash
at this year’s Toy Fair. The property led 2006 sales with Fisher-Price’s
Dora Talking Cash Register and Fairy Wishes Dora seen as two of the most
popular toys of the season. This year’s line-up is anticipated to be Dora’s
biggest ever. In 2007, the franchise will hit new heights with added
products and play patterns including make-believe dress-up, role play and
building sets. New products include:
— Dora Let’s Get Ready Vanity: Sure to charm girls and parents alike,
it’s a vanity with a true Dora difference! Features fiesta adventure
cards, bilingual interactive phrases and object recognition.
— Sparkle And Twirl Mermaid Dora: A new toy that puts a new “spin” on
every girl’s favorite character. When kids put Dora into her special
shell base, she magically starts to twirl around, her arms raise, her
tail magically grows, and sound effects will play as she transforms
into a magical mermaid.
— Talking Friendship Adventures Dora: Every preschool girl can have a
“same size” friend with the new life-sized 34″ tall doll who can speak
70 bilingual interactive phrases.
— Dora Friendship Adventure Game (For Smart Cycle(TM)): A Dora focused
adventure and environment for Fisher-Price’s new Smart Cycle, which
encourages an active, healthy lifestyle for kids. Smart Cycle is an
innovative plug-and-play toy that combines physical play with learning
for preschoolers. The Dora Friendship Adventure Game lets kids pedal
and steer their “on-screen vehicle” through both active and learning-
focused Dora play modes.

— Dora the Explorer Fairytale Adventure Dress; Mermaid Adventure Dress;
and Dance to the Rescue Dress: Three great new dress up sets sure to
capture preschooler’s love of make-believe adventures.

— Dora the Explorer Dance-Along Musical Adventure: A dress up toy with an
instructional DVD that allows girls to actually go on an adventure with

Moose Mountain:
— Dora & Diego Bouncing Pony Ride: Dora teams up with her popular cousin
Diego. Children can play with their two favorite bilingual Nick Jr.
characters as they embark on a Wild West bouncing pony ride which
sports an extra wide base for enhanced stability and a newly designed
safer patent-pending internal spring system that eliminates exposed

Go, Diego, Go!
Like his cousin Dora, eight-year-old Diego is a favorite of
preschoolers everywhere and one of the top three shows on all of commercial
television among kids 2-5. With nearly 20 million monthly viewers*, Go,
Diego, Go! toys launched in 2006 with great success. Nickelodeon will
expand the merchandising program greatly in 2007 to include new die-cast
vehicles, wood toys, building sets and water toys. In 2006 Diego’s Talking
Rescue Center became one of the most sought after holiday toys and earned
“Best Toy” accolades from Parents Magazine, Family Fun Magazine and the New
York Daily News. Sure to drive Diego’s popularity in 2007 is the recently
launched Go, Diego, Go! Live tour, which will visit 50 markets nationwide.
The live show opened this month to rave reviews and enthusiastic crowds.
— Go, Diego, Go! Mobile Rescue Unit: Three toys in one; a kid-tough
truck; an operations base; and a launch pad. With 50 animal rescue
missions, lights, sounds and bilingual interactivity, it’s the ultimate
toy for preschool boys.
— Rescue A Friend Assortment: The friend assortment features six
interactive poseable animals that can thank little rescuers for coming
to their aid!
— Go, Diego, Go! Animal Caller: Featuring speech changing technology that
translates speech to animal sounds.

Mega Bloks:
— Go, Diego, Go! Activity Building Sets: Both the Diego Rainforest Rescue
and the Diego Animal Rescue Center feature incredible attention to
detail including fully articulated Diego figurines and adventure
activity cards that allows kids to build and create their own Diego

Jakks Pacific:
— Go, Diego, Go! SharpNoodle: Jakks’ brand new one stop plug & play
learning system “goes wild” with this Diego title that introduces kids
to wildlife animals while teaching letters and phonics in four

The Backyardigans
This hit Nick Jr. show is a CGI-animated musical adventure series that
follows five high-spirited preschool friends who go on imagination-fueled
adventures that transform their backyards into epic worlds of fantasy.
Each episode is richly animated and features a variety of songs from
different musical genres, including swing, reggae, funk, and more, and true
choreographed dance moves by former Alvin Ailey dance choreographer Beth
Bogush. Fisher-Price led the way in 2006, with the irresistible Sing & Spin
— The Backyardigans Bobblin’ Big Top Playset: Enticing kids to “clown
around,” it’s a three ring talking circus that magically transforms
from an initial backyard mode.

— Backyardigans Playset: Kids can get creative with this new PLAY-DOH
play-set featuring Pablo, Tyrone and Uniqua. There are endless
adventures sculpting the colorful compound into endless shapes and

Avatar, The Last Airbender
Avatar is a breakthrough hit for kids 6-11, ranking as the number-one
animated program with tween boys 9-14**. The Asian-inspired series is an
epic story that follows Aang, a 12-year-old boy torn between fulfilling his
fate as the long-awaited Avatar and just wanting to be a regular kid during
a time of war. Avatar’s initial toy line launched to great acclaim with a
number of highly unique action/adventure toys from Mattel that encouraged
role-play. One of the strong suits of the brand has always been the skilled
“bending” moves inspired and choreographed by actual martial arts experts.
— Aang’s Waterbending Blaster: Kids can emulate their hero by mastering
the art of air bending in their own backyard! Launches mighty
waterblasts or ice darts.
— Animal Armor Deluxe Figure Assortment: For the first time, Avatar
incorporates battle features into six inch scale figures, bringing the
action inside the figure at the touch of a button. Assortment includes
Dragon Armor Aang, Rhino Armor Zuko, and Wolf Armor Sokka.
— Battle Launchers Assortment: Bring the flying action and bending
excitement to life with the battle launchers. Aang soars 20 feet along
with sound effects and phrases. Includes Aang, Momo, Zuko and Fire

SpongeBob SquarePants
The world famous yellow sponge has proven to be super absorbent at
retail with more than $6.3 billion in retail sales to date. SpongeBob
SquarePants is the most-watched kids show in history. With nearly 70
million monthly viewers***, SpongeBob recently had the “best day ever” with
a 24-hour marathon that gave Nickelodeon its highest rated day in history.
SpongeBob’s massive success is largely due to appeal that cuts across
gender and age groups. No competitive brand has the appeal and scope of the
one and only SpongeBob SquarePants.
— Operation SpongeBob SquarePants: An updated version of the classic
board game with a distinct Bikini Bottom twist — and the original
games signature lights and buzzers. Bringing the two hits together is a
perfect fit!

— SpongeBob SquarePants Chum Bucket and Mrs. Puff’s Boating School:
Expanding on the recent SpongeBob/Lego best-selling product, these new
sets are designed to let your child aid SpongeBob in scenarios commonly
shown on the popular show such as foiling Plankton’s zany schemes to
steal the recipe for Krabby Patties as well as helping SpongeBob in his
never-ending quest to pass his boat driving exam.

— SpongeBob’s Ocean Adventure Game (For Smart Cycle(TM)): A
SpongeBob focused adventure and environment for Fisher-Price’s new
Smart Cycle which encourages an active, healthy lifestyle for kids.
Smart Cycle is an innovative plug-and-play toy that combines physical
play with learning for preschoolers. The SpongeBob Ocean Adventure Game
lets kids pedal and steer their “on-screen vehicle” through both active
and learning-focused SpongeBob play modes.

About Nickelodeon & Viacom Consumer Products

Nickelodeon & Viacom Consumer Products manages the third largest
licensing business in the world and represents such properties as SpongeBob
SquarePants and Dora the Explorer. The department handles the merchandising
for Nick Jr., Nickelodeon, Paramount Pictures, Comedy Central, MTVN
International, and Spike TV.

Nickelodeon, in its 27th year, is the number-one entertainment brand
for kids. It has built a diverse, global business by putting kids first in
everything it does. The company includes television programming and
production in the United States and around the world, plus consumer
products, online, recreation, books, magazines and feature films.
Nickelodeon’s U.S. television network is seen in almost 92 million
households and has been the number-one- rated basic cable network for
almost 12 consecutive years. Nickelodeon and all related titles, characters
and logos are trademarks of Viacom Inc. (NYSE: VIA, VIA.B).
* Nielsen Media Cume Data Feb /May/July/Nov 2006
** Nielsen Media Research 4Q 2006
*** Nielsen Cume Data – November 2006

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