NCP's Dora to Lead Adventure Promotion at Smyths

Nickelodeon Consumer Products and U.K. retailer Smyths have announced a Dora the Explorer in-store retail promotion to begin this summer.Smyths' Dora retail initiative, which will run from July 9 to Aug. 1, plans to raise awareness of the Dora the Explore

April 6, 2018

Nickelodeon Consumer Products and U.K. retailer Smyths have announced a Dora the Explorer in-store retail promotion to begin this summer.

Smyths' Dora retail initiative, which will run from July 9 to Aug. 1, plans to raise awareness of the Dora the Explorer licensed product ranges in its 40 stores and drive customers to the retailer's website.

Children visiting Smyths stores will receive a free sticker sheet and a themed map of the Smyths store. Kids will be encourage to find three Dora the Explorer characters located at different areas of the store (preschool, outdoor and books, games and puzzles). Once the adventure is completed, every child will receive an "I explored with Dora today" badge. The promotion is being supported on Smyth's website with a dedicated and fully branded landing page. Prior to the promotion going live, there will be a four-week poster and flyer campaign.

Licensees Fisher-Price and Martin Yaffe are also involved with the promotion with both toy companies featuring

product on the back page of the map. In addition, consumers are being given the chance to enter a competition to win selected products on the Smyths website. The promotion ties back to the theme of Dora the Explorer's 10th anniversary celebration, Explorers Wanted, inviting preschoolers all around the world to come and explore with Dora. In the U.K., the Explorers Wanted theme will run across all areas of Nickelodeon output, including on-air content, online, in-store with retail and licensing partners, off-air events, PR and marketing initiatives.

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