Nickelodeon & Mattel Targeting LatAM.

Nickelodeon Latin America announced a multi-platform agreement with leading toy manufacturer Mattel, that goes beyond traditional advertising to include: original programming, online components, rights for Nickelodeon to air exclusive Mattel programming, and participation in Nickelodeon’s kids marketing forum “La Voz del Niño Mexicano Hoy” to be held in Mexico City in June.

“Teaming two power-house brands that cater to kids is a powerful combination and is one we think will distinguish both brands from the clutter in today’s overly saturated kid market,” said Melisa Quiñoy, Senior Vice President MTV Networks International Marketing Partnerships Latin America. “Kids in Latin America are savvy, sophisticated, and very busy multi-tasking, making them a difficult audience to reach. This agreement takes a holistic approach to marketing to kids and challenges us to connect with them in more compelling and innovative ways”, Quiñoy added.

Nickelodeon’s and Mattel’s relationship will include a programming venture for Nickelodeon Latin America, where the channel will create a new animated series of vignettes based on Mattel’s toy line MY SCENE. This production will not only be aired by Nickelodeon but will also be available for Mattel to air via broadcast networks in the region as well as internationally. MY SCENE™ will target girls 8 -14 and will comprise 13 animated vignettes presenting MY SCENE™ dolls in various lively adventures.

The series, which is scheduled to debut during the 3rd quarter of 2004 will also include an interactive element, where the audience will participate in deciding alternative endings by voting online at a specially created Nick/MY SCENE micro site at the channel’s website MundoNick.com. The online component will also include characters’ profiles, capability to create personal diaries, games, recommendations and accessory gallery, among other elements.

As part of the programming component of the deal, Nickelodeon will also have exclusive Pay TV rights for the airing of two Mattel MY SCENE specials: MY SCENE-JAMMIN’ IN JAMAICA, and MY SCENE-MASQUERADE MADNESS.

Additionally, Mattel will participate in Nickelodeon’s kids marketing forum “La Voz del Niño Mexicano Hoy”, where Nickelodeon will share the results of its recently developed comprehensive research “Cambio de Voz” that evaluates the current lifestyles, behaviors, opinions and preferences of the channel’s core audience, focusing specifically at the role kids play within their families’ buying habits and trends. The event will also feature presentations by some of the top kids experts both locally and internationally.