Branded consumer products have launched around the world ahead of today's premiere of Nickelodeon Movies' and Paramount Pictures' 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 cards. It will take place over the summer in more than 500 U.K. and Republic of Ireland stores and is aimed at children ages 6 to 12. The Clarks deal also covers SpongeBob SquarePants, iCarly, The Troop, Big Time Rush and Fanboy & Chum Chum.

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.