Nickelodeon Unveils Three New Toy Lines Based on Hit Properties

NEW YORK, Feb. 10 /PRNewswire/ -- Nickelodeon, the number one entertainment brand for kids and home to today's most popular characters, comes to Toy Fair with three highly-anticipated new favorites: The Backyardigans and Go, Diego, Go! for preschoolers and Avatar, The Last Airbender for kids 6-11. These properties join two of the network's most successful franchises: Dora the Explorer and SpongeBob SquarePants, with product that is sure to capture kids' imaginations and creativity.

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"Nickelodeon has had a consistent roster of hit toy properties because our shows feature unique characters with great storylines that resonate with kids," said Leigh Anne Brodsky, President, Nickelodeon & Viacom Consumer Products. "Research told us that kids have embraced The Backyardigans, Go, Diego, Go! and Avatar and we're excited to offer kids new playthings that spark imagination, creativity and fun in their lives," she said. Nickelodeon & Viacom Consumer Products operates the third-largest licensing agency in the world with $5 billion in retail sales in 2005.

Go, Diego, Go! is a spin-off of Dora the Explorer and joins Dora as one of the top-two rated preschool shows on commercial TV. Eight-year-old Diego is a bilingual animal rescuer and nature expert who has the ability to talk to animals. He takes preschoolers on interactive high-stakes journeys into rich, exotic locales. Like his cousin, Dora's show, Go, Diego, Go! is flavored with Spanish words, Latin American music, folktales and traditions. A complete line of action/adventure toys that come complete with an animal figure and corresponding educational fact card, will be available this Fall from Fisher-Price. Particularly appealing to young show fans is Diego's Animal Rescue Center which is full of fun action details including the ability to have Diego slide down his rescue vine.

The Backyardigans is an animated musical adventure series about five high-spirited preschool friends who take epic, imagination-fueled adventures by transforming their backyards into fantastical places like ancient Egypt or the high seas. Each episode is richly animated with bright, primary colors, features a variety of songs from different genres (swing, reggae, funk, etc.) accompanied by real choreographed movements from the Alvin Alley dance troupe recreated in animation. A complete line of toys that inspire preschoolers to use their imaginations, will be available this Fall from Fisher-Price, including the irresistible Sing & Spin Pablo. There will also be activity and craft kits from Jakks Pacific.

Avatar, The Last Airbender premiered in February 2005 and has grown to be one of the most popular shows for kids 6-11 as well as avid animation fans of all ages. Asian-inspired, Avatar is an epic story that follows the story of Aang, a 12-year-old boy torn between fulfilling his fate as the long-awaited Avatar and just wanting to be a regular kid. Using skilled "bending" moves inspired and choreographed by actual martial arts experts, Aang is called upon to lead the fight against the vicious Fire Nation to restore balance in his war-torn world. Avatar boasts 25 licensees including Upper Deck, which recently launched a trading card game featuring new Quick Play technology. At Toy Fair, Mattel introduces a complete line of highly unique action/adventure toys that encourage role-play, include Aang's Battle Staff as well as the Air Launch Aang with Appa -- the giant two-ton flying bison! Also related to the current role play trend are boy's dress-up sets from Disguise -- which take advantage of Avatar's costuming and props. Lego is launching a range of creative Avatar-themed construction sets.

Nickelodeon's new properties take their place alongside the hugely successful Dora the Explorer and SpongeSquarePants franchises, which continue to rank as two of the most popular properties of all time for kids ages 2-11.

Dora the Explorer playthings have frequently been acknowledged by both parents and consumer experts for their high quality and play value. Last year, Dora's Talking Kitchen was included in leading holiday top toy lists and named a Hot Dozen toy by Toy Wishes magazine. In 2006, new Dora products at Toy Fair from Fisher-Price include Dora's Talking Castle and Fairy Wishes Dora. Dora's Talking Castle follows the best-selling Talking Dollhouse and Talking Kitchen by offering preschoolers a play set that comes to life with the wave of a magic wand! When kids wave the wand in front of the bookcase, it magically revolves; when kids wave the wand in front of the castle doors -- they magically swing open! Fairy Wishes Dora comes alive with a life-like face that delights girls when she changes facial expressions throughout playtime. And, on every preschooler's wish list will be the life-sized, Dora's Adventure Playhouse from Little Tikes, filled with interactive elements.

There are hours of fun on the way from SpongeBob SquarePants as well. In Bad Breath Blaster SpongeBob, from Fisher-Price, kids get to gross out their friends with a toy that comes with assorted stinky breath pellets including: onion/garlic, fish, rotten eggs and smelly socks. Inspired by the famous SpongeBob "Something Smells" episode -- a uniquely repulsive scent is released into the air with a simple pull of the blaster. New from Hasbro Games is SpongeBob SquarePants Monopoly, which features spectacular lenticular packaging. Also new are inventive construction sets from Lego, including the amazing Build-a-Bob set, where kids can build their very own SpongeBob!

Nickelodeon & Viacom Consumer Products manages the third largest licensing business in the world with $5 billion in retail sales in 2005, from such properties as SpongeBob SquarePants and Dora the Explorer. The department handles the merchandising for Nick Jr., Nickelodeon, Paramount Pictures, Comedy Central, MTVN International, and Spike TV.

Nickelodeon, now in its 26th year, is the number-one entertainment brand for kids. It has built a diverse, global business by putting kids first in everything it does. The company includes television programming and production in the United States and around the world, plus consumer products, online, recreation, books, magazines and feature films. Nickelodeon's U.S. television network is seen in more than 89 million households and has been the number-one-rated basic cable network for ten consecutive years. Nickelodeon and all related titles, characters and logos are trademarks of Viacom International Inc.

To view exciting Nickelodeon licensed product during Toy Fair please contact the following licensees directly:

Ah-Ha! Toys Inc. Ivars Sondors (312) 485-8431 Big Time Toys Denise Truelove (615) 383-2888 Cycle Express Howard Trager (212) 268-6117 Crayola Susan Tucker (610) 253-6272 Disquise Stephen Stanley (858) 391-3600 Emerson Lisa Hanlon Southard Communications (212) 777-2220 ext. 14 Fisher-Price Ellie Bagli, Freeman Public Relations (973) 470-0400 Franklin Sports Chuck Quinn (781) 344-1111 Gemmy Industries Joe Pellettieri (972) 538-4200 KiddieLand Kenneth Lo 01 852 2116 3019 Kidz Craze Tina Agostinello (516) 931-3600 Jakks Pacific Genna Rosenberg (310) 455-6235 Hasbro Games Pat Riso (413) 526-2703 Lego Michael McNally (860) 763-6731 Little Kids Jim Engle (401) 454-7600 Little Tikes Frank Shorf (330) 650-3180 Mattel Tami Cole (310) 252-3921 Moose Mountain Ron Lokos (973) 884-8900 Play-Doh Courtney Curzi (617) 437-7722 Playhut Maggie Young (818) 591-0093 Spin Master Adam Beder (416) 364-6002 Ty Scott Wehrs (630) 455-7716 Upper Deck Claudine Ricanor PR Manager (760) 603-7458 Vtech Julia Fitzgerald (847)-400-3512 What Kids Want Jordan Kort (818) 775-0375