Dora la exploradora (Dora the Explorer)

TV Kids
Weekly, January 29, 2008

ORIGIN: The property is based on an original
idea from Nickelodeon.

DISTRIBUTOR: MTV Networks International

CREATORS: Chris Gifford and Valerie Walsh

SYNOPSIS: In each episode of this preschool
series, Dora and her chimp friend Botas (Boots) invite the audience to join
them in exciting adventures. Dora, who is bilingual, will come across problems
and puzzles during each step of her journey. As she uses her smarts to
communicate with friends, she is able to overcome these obstacles and reach her
goals.

EXECUTIVE
PRODUCERS: Chris
Gifford and Valerie Walsh

COMMISSIONING
BROADCASTER:
Nickelodeon in 2000

TV SALES: The property is in eight territories
in Latin America: Chile (Megavisión), Costa Rica (Teletica), Dominican Republic
(Antena Latina), Ecuador (Teleamazonas), Mexico (Televisa), Panama (CTV Canal
5), Peru (América TV) and Uruguay (Tele12).

MAJOR TOY
LICENSEES: Dora la
exploradora has more
than 30 licensees in Latin America, including Mattel’s Fisher-Price, which has
produced dolls, action figures and vehicles, among other products. Hasbro
offers board games such as Candy Land, Delta makes bedroom furniture for girls
and Paramount Home Entertainment produces more than three video titles a year.
New product lines such as electronics, video games, apparel, nutritious foods
and products that stimulate learning in a fun environment are also set to be
released.

OTHER
PRODUCTS: In 2008 and
2009 there will be more programs that will give viewers an incentive to read
and learn new languages, such as the one produced jointly with Librerías
Siciliano in Brazil, where Dora leads boys and girls through reading
activities.

STRATEGY
FOR ROLLOUT: “Our
properties are usually launched by Nickelodeon and Nick Jr., and are afterwards
complemented with free-to-air TV to generate a greater audience, which helps us
create more demand for product rollout,” says Manuel Torres, the VP of Viacom
and Nickelodeon Consumer Products Latin America. “We have realized, however,
that a unique presence in cable has become more important and it opens a way to
create much more momentum from the beginning, and what’s more, there are
already some properties that are only on cable that generate significant demand
for merchandise from the get go. The truth is that the more exposure you have,
the better the impact the brand will have in the short term. Negotiations aren’t
isolated but instead are a collective effort of many areas of the organization,
such as distribution, content, programming, licenses, digital, editorial, et
cetera.”

Torres continues:
“Dora la exploradora
has without a doubt become one of the favorite characters for boys and girls in
Latin America, especially in Mexico. Nickelodeon will continue to build on this
brand in the region with the introduction of new content, new support groups,
new product collections and state-of-the-art technology, and as always we will
care for Nick Jr.’s essential values of learning in a fun and participative
way. Dora is the backbone of our preschool content and due to its success we’ve
launched Go, Diego, Go! in order to get closer to more boys, as well as Wonder Pets and
the soon-to-be launched Ni Hao, Kai Lan. We continue to [position] ourselves as the preferred
choice by parents and kids in this demographic.”