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.