Nick of the Times

Dora and Diego are, if not household names, certainly popular among the preschool and toddler set globally—in part because they teach viewers Spanish or English words and phrases while keeping kids entertained. Children also receive a bigger message: that different languages, cultures and ethnicities are things to explore and embrace. With the pending debut of two new shows this year, Nickelodeon continues to take a leading role in presenting world cultures, this time with shows set among families from Mexico and China. Toys designed to support and extend the series' learning efforts will follow.

An expansion of Nickelodeon's cultural content is key to the network's long-term success, says Sherice Torres, senior vice president of hard goods for Nickelodeon & Viacom Consumer Products. “There is an amazing pipeline of properties and new shows premiering this year.” For preschoolers, Ni Hao Kai-lan spotlights a Chinese girl's interaction with her grandfather (and several cartoon critters), while sprinkling Chinese cultural references and a bit of Mandarin into each episode. “It's everything you're accustomed to from a Nick Jr. property, but introducing Chinese cultural elements,” Torres tells Playthings.

Another new series, which premiered this month, El Tigre, follows Manny Rivera, a young boy who must decide whether to follow in the footsteps of his superhero father or villain grandfather. Created by Mexican-born couple, Jorge Gutierrez and Sandra Equihua, toys will follow in the fall and early in 2008.

Product tied to existing shows this year includes Dora talking keychains from Basic Fun; and from Fisher-Price, a Mermaid Dora doll inspired by the “Dora Saves the Mermaids” episode and a 34-inch-tall My Best Friend Dora doll that speaks more than 70 phrases in English and Spanish. For Go, Diego, Go! fans, Bannockburn, Ill.-based Zizzle will debut a bilingual handheld.

Beyond TV and product, Leigh-Anne Brodsky, NVCP president, believes the live tours have been the most successful, grassroots way to reach kids and their families across the country. Contests and promotions will also continue for new shows. “We try to be in every area of the retail market,” says Brodsky. “It all takes planning, and you have to watch what the consumer is telling you. Each individual property has a unique audience, and you've got to have marketing plans that fit the property. There is no mold.”