Nick Plans Dora Campaign in Oz

Nick Jr. is launching the Step by Step–Explore with Dora campaign this Thursday in Australia and New Zealand, which will invite parents to celebrate their preschoolers’ first milestones with Dora the Explorer.

The campaign will include coverage on TV, at retail, online and via social media.

“Dora is recognized worldwide as an educational role model for young children and the perfect guide for parents to help their little ones through early childhood,” says Ben Richardson, general manager Australia and New Zealand, Nickelodeon. “Not only will our Step by Step–Explore with Dora campaign identify key learning and development phases for preschoolers, it will also help them through every new ‘step’ in their life, be it learning to swim or their first day at school.”

Nick Jr. will feature a themed programming block daily through Feb. 23 and Target Australia will support the campaign with a range of Dora-branded product, including a Dora Step by Step book.

A dedicated Step by Step–Explore with Dora micro-site will feature downloadable content with advice and information on the stages of early development for parents.

“As well as connecting with Dora on-air, we have developed a strong retail campaign, which will include DVDs, books, toys and apparel,” says Claire O’Connor, director of consumer products Australia and New Zealand, Nickelodeon. “All point-of-sale material will feature a QR code to download and direct mums to the dedicated website. Our Nickelodeon Events team has also created a customized meet-and-greet show that will be staged in-store over the weekends of the campaign’s duration.” 

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