OVERVIEW Left: The popularity of PAW Patrol is driving sales of consumer products, such as the Spin Master toy range. Below left: Dora and Friends Sing-Along Summer photo booth toured around the UK over summer 2015 appearing at Smyths toy stores and Sky retail stands. Below: Lily’s Driftwood Bay won the Broadcast Award for Preschool Animation.
preschoolers alongside an authentic creative visual appeal. The show has won a number of prestigious industry awards including the coveted Broadcast Award for Preschool Animation and in 2015 was nominated for a Children’s BAFTA Award too.” Aside from new content, Nick Jr. excels at providing kids with relevant campaigns and themes throughout the year that link to other platforms such as Nickjr.co.uk and the Nick Jr. Facebook and Twitter channels. The Nick Jr. Crafty Christmas promotion gave kids the opportunity to explore their creative side in fun and exciting ways over the festive season. While
over summer, the Dora and Friends Sing-Along Summer was a truly 360º campaign, activated across the channel and at retail with an experiential tour in partnership with Sky and Smyths Toys superstores. “For Nickelodeon Consumer Products, we now represent eight preschool brands, an outstanding array that appeals across audience interests and that offers licensees and retail partners a multitude of opportunities,” says Marianne. “In collaboration with the Nick Jr. channel we ensure content is present on air, product launches are tied into on-air competitions and we are creating moments in time at retail around new episodes and campaigns. By working in complete synergy with the channel we ensure that kids extend their love of our characters beyond the screen with
DORA ON NICK JR. Dora the Explorer has been one of the most successful preschool shows for Nickelodeon, capturing the imaginations of children around the world and spawning an enviable array of consumer products across all categories. In 2014, Nickelodeon launched a Dora the Explorer spin-off, titled Dora and Friends: Into the City. It stars the heroine Dora as a pre-teen who goes on city adventures with a group of new friends. “Dora and Friends: Into the City expands on Dora’s legacy of being a compassionate leader, friend and role model,” said Marianne. “Preschoolers can explore the world with Dora and her new friends while developing interpersonal skills and a sense of community that will help them navigate new social situations like starting school and making friends. And, of course, learning Spanish along the way.”
numerous products across an extensive range of categories.” In order to make grounds at retail it is important for Nickelodeon to position its brands together wherever it can. This fits into the on-air appeal of Nick Jr. where characters are seen together in one world during the programming links, helping to ensure that preschoolers and parents understand that its preschool offering sits together as one and families link Nick Jr., its shows and characters. At retail this is taking shape with a number of preschool bays and retail POS displays where it can bring these brands together to create stronger moments in time. So what is left to come? Marianne is excited about the programming coming up on Nick Jr, as she explains: “Over the next few months we look forward to the highly anticipated launch of Digby Dragon on Nick Jr. It’s an original UK production about a fledging dragon learning how to fly with a group of friends in Applecross Woods. The show will launch with a 360º⁰ marketing campaign to introduce kids across the country to Digby Dragon. At retail we will continue to drive support across PAW Patrol, Blaze and the Monster Machines, Shimmer and Shine, Half-Shell Heroes, Dora and Friends and Lily’s Driftwood Bay. While looking to 2017 and beyond there is a whole host of new characters set to cement Nick Jr.’s position as the top choice for preschool.” Below: Dora and Friends features an older Dora and a new cast of friends.
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