The Last Airbender
, based on the animated series "Avatar: The Last Airbender."
In Brazil, Riachuelo, the second-largest apparel retailer in the country with 115 stores, has signed a partnership for boys covering both the live-action movie and television series. The launch is backed with store signage and premiums. Nickelodeon Consumer Products has had a relationship with Riachuelo since 2009 through its Backyardigans and SpongeBob SquarePants properties. The retailer is also launching a Dora the Explorer collection in August and an iCarly range in October this year.
In the U.K., The Last Airbender debuts in a multi-property, back-to-school deal between NCP and national footwear retailer Clarks. The deal, supporting Clarks' Bootleg range of footwear, links television advertising, an online competition, in-store point-of-sale and an exclusive pack of Nick Trumps
In other related news, NCP EMEA has signed a multi-property deal with Giochi Preziosi Spain that will see SpongeBob SquarePants toys, flash lights and mini projectors; a Dora collection that includes My Secret Pillow (a washable pillow that has a diary, an MP3 connection and speakers inside) and iCarly products, including My Secret Pillow, backpacks and luggage.
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