Nickelodeon's Dora the Explorer, which has generated more than $11 billion at retail worldwide, is the subject of a number of major retail promotions over the next six months.
Canadian family store group Zellers is running a promotion linked to special Dora’s Ballet Adventures in August when the DVD releases. Dora the Explorer branded ballet inspired footwear, fashion and accessories will be supported by an integrated on air, online and in-store campaign. Treehouse Television is also supporting the initiative by airing a “Dora the Explorer” marathon on Aug. 6. Also in Canada for holiday 2011, Walmart is launching its Dora Loves Puppy campaign when Dora and Perrito will be feature on winter play clothing.
In the U.K. this autumn, Fisher-Price team up with Tesco to launch an exclusive Ballet Girl doll. Also in the U.K., Nick Jr recently launched Help Dora Help, a charity initiative that provides schools with a free activity pack and the opportunity to apply for an educational grant. In Germany, Toys ‘R’ Us is planning an autumn promotion that includes Dora the Explorer displays featuring publishing titles and toy products supported by on-air, online and press campaigns. Toys ‘R’ Us is also partnering with Nickelodeon Consumer Products for a Help Dora Help initiative.