Nickelodeon LatAM & Mattel Team Up Latin America.

Nickelodeon Latin America and Mattel Latin America announced that after a very successful partnership during 2004, the companies have renewed their multi-platform agreement for a second consecutive year. The alliance goes beyond traditional advertising and includes original programming, online components, and programming rights for Nickelodeon centering on Mattel’s MY SCENE property.

“It is very gratifying to see the mutually beneficial results of this non traditional advertising association established with Mattel. One of our highest priorities is to ensure that every association we develop is a win-win for both partners, thus making it truly successful. The fact that we are again embarking on this activity is testament to its success,” said Melisa Quiñoy, Senior Vice President MTV Networks International Marketing Partnerships Latin America.

“This renewed association with Nickelodeon for a second consecutive year, will allow us to continue to strengthen our relationship with our consumers in Latin America. We are very excited about extending this project and we invite our consumers to keep an eye on the new stories, great look and overall fun that they’ll find in My Scene during 2005. They can’t miss it!” said Andrés Amézquita, Marketing Director, Mattel Latin America.

Part of the original programming included in this partnership is a series of MY SCENE(tm) vignettes produced by Nickelodeon which debuted in 2004. The 13 animated vignettes, targeting girls ages 8 to14, present the MY SCENE(tm) dolls in various lively adventures. In 2005, the partnership is expected to encompass the production of ten new animated vignettes, as well as the re-launch of the 2004 MY SCENE(tm) series, and a more extensive online site within mundonick.com.

The original partnership also includes interactive elements, where kids choose alternative endings for the series by voting online at the specially created Nick/MY SCENE(tm) micro site within the MundoNick.com website. On average over 180,000 unique visitors entered the MY SCENE micro site between August and November 2004 with over 8 million successful page views during the month of August alone. Nick Brazil showcased over 210,000 visits and 148,000 unique visitors between September and January 2005 with over 2.5 million successful page views (Source: Alaskanstar Statistics).

Two additional successful components of the My Scene project during ’04 that will be replicated in this new deal were the MY SCENE(tm) contest and the Viewer Feedback Results. During the contest, viewers answered trivia questions related to the vignettes and entered to win MY SCENE(tm) prizes with a total of 18,000 entries collected.