The "Strat-a-Glance" below gives you an overview of the property, consumer product strategy, key product launches, on-air initiatives and more.
Overview Dora is the #1 preschool show that encourages preschoolers to help Dora solve puzzles, overcome obstacles and learn a few Spanish words along the way! And Dora has more adventures on the way in 2004 including the continuation of "Star Catching," "Diego," and on-air events like “Super Silly Fiesta,” and “Dora's Fairytale Adventure.”
Positioning Primarily girl-targeted preschool property emphasizing adventure, overcoming obstacles and bilingual component
Target Primary: Girls 2-7 Secondary: Parents, Boys 2-7
CP Strategy - Key Plans 2004 Begin to integrate Diego into product lines and create limited Diego specific products Launch direct-to-video themed to “Dora’s Pirate Adventure” (January) Leverage “Super Silly Fiesta” to drive consumer products for first half of 2004 (April) Leverage “Dora Fairytale” theme to drive consumer products for second half of 2004 including themed products, DTV, on-air event and CP advertising (Fall) 2005 Limited products themed to “Dora’s Pirate Adventure” (Spring) Products themed to “babies” – the arrival of Dora’s twin siblings (Fall)
Key Product Plans 2004 DIEGO Activity: Diego’s Field Journal (TBD) Apparel: Testing Diego in apparel (Spring) Social Expression: Diego incorporated into new American Greetings party program (Oct); incorporated into American Greetings Holiday ornaments (Holiday) Stationery & Bags: Diego’s backpack (TBD) Toys: Fisher-Price Diego doll expands to all retailers (Spring); Lego set (March/April) SUPER SILLY FIESTA (Spring) Activity: fiesta-themed notebook Apparel and Accessories: fiesta-themed apparel Home Video: Paramount VHS/DVD (June 1) Publishing: Simon & Schuster and Random House books Stationery and Bags: Global Design Concepts bags DORA’S FAIRYTALE (Fall) Activity: Flying Colors themed activities Apparel and Accessories: themed apparel and accessories Gift: Gund plush Home Furnishings: bedding Home Video: Paramount VHS/DVD; print advt (Oct 12) Interactive: Atari CD-Rom Packaged Goods: signature candy, signature beverage (TBD) Publishing: Simon & Schuster titles Social Expression: American Greetings party program Stationery and Bags: Global Design Concepts bags Toys: Fisher-Price “Magic Hair Fairytale Dora” feature doll, TV advertised; Disguise costume; Mattel puzzles; Playhut tent OTHER KEY RELEASES Home Video: “Pirate Adventure” VHS/DVD (Jan) Packaged Goods: Pampers training pants (Fall) Toys: Fisher-Price Dora doll house, TV advt (Fall)
Key Initiatives and On-air Events 2004 Dora the Explorer Live! Tour continues (Jan-Sept; 45 markets) Dodge partnership throughout 2004 TV advertising On-air sponsor of “Super Silly Fiesta” Sponsor of Dora the Explorer Live! Tour Tentpole event “Super Silly Fiesta” (April 12) Primetime TV special On-air and online sweepstakes with Auto, Cereal, QSR sponsors Consumer tune-in advertising in parenting and Latino publications and on Times Square Billboard Magazine and online support CP advertising & themed products TV special “Dora’s Fairytale” double episode (Oct 11) Paramount VHS/DVD release CP advertising & themed products “La Casa de Dora” tours malls throughout the US during Hispanic Heritage Month (Sept/TBD) A “Dora experience” featuring a 3-D version of Dora’s house and an interactive experience 2005 Dora the Explorer Live! Tour re-launches themed to “Dora’s Pirate Adventure” and featuring Diego in a prominent role TV special “Dora’s Pirate Adventure” double episode (Jan) Consumer advertising Online and magazine support QSR promotion (Spring) Diego spin-off (Fall/TBD)
CP Advertising/Marketing 2004 CP TV and print advertising supporting “Fiesta” (March-April) CP TV and print advertising supporting “Fairytale”(October) CP TV and print advertising supporting “Diego” (November)
Ratings & Q-score #1 preschool show on all commercial TV among kids 2-51 21.0 MM monthly viewers2 Reaches 1.8 MM Hispanic Households (1.1MM Hispanic kids 2-11)2 #2 Q-score among Moms of kids 2-5 (#4 Character Q-score)3 1) Nielsen: 9/29/03-12/28/03 2) Nielsen Cume Data: 11/03 3) Marketing Evaluations, Inc: 5/03
Show Facts Show launch: August 2000 Total episodes: 100 TV schedule: Airs 15x a week: Mon-Fri at 10am, 11am, 1:30pm on Nick Jr.; weekends on CBS Last updated 3/17/04. Please note, all information is subject to change.