Thursday, March 4, 2010

Nickelodeon Launches Dora The Explorer's Landmark Tenth Anniversary With 'Beyond the Backpack' Pro-social Campaign to Champion School Readiness

BURBANK, Calif., March 2 /PRNewswire/ -- Nickelodeon is marking the 10th anniversary of the world's most beloved Latina heroine, Dora the Explorer, with a unique pro-social campaign titled "Beyond the Backpack" that champions overall school readiness for preschoolers. The campaign will serve as the key component of Nickelodeon's overall plans for Dora the Explorer's anniversary, and will consist of a PSA campaign featuring Salma Hayek Pinault and Dora herself; a fundraising auction of limited-edition Dora backpacks, with designs by Hayek Pinault and other celebrities; financial grants; a dedicated web site with downloadable toolkits for parents and educators; and local community activities across the country. Nickelodeon's anniversary plans for Dora also include four prime-time TV specials; an original documentary produced by Academy Award®-nominated Brett Morgen (The Kid Stays in the Picture); and new online Dora content for preschoolers and their parents.


At a press conference held today at the Nickelodeon Animation Studio in Burbank, Calif., Nickelodeon President Cyma Zarghami was joined by Hayek Pinault and Marian Wright Edelman, founder and president of the Children's Defense Fund, to outline the anniversary plans and "Beyond the Backpack," which is named after Dora's iconic backpack that helps her be prepared for all of her adventures. Directly following the day's announcements, the anniversary activities were officially launched by Hayek Pinault reading an interactive Dora the Explorer storybook about education and getting ready for school to a group of L.A.-area preschoolers.


"Dora has had a positive, and indelible impact on millions of young kids around the world since she first said 'vamanos' nearly ten years ago, and this Latina heroine is the perfect representative for this important new campaign to help preschoolers and their parents prepare for the big adventure of school," said Cyma Zarghami, President, Nickelodeon and MTVN Kids and Family Group. "We are proud to be partnering with Salma Hayek Pinault, The Children's Defense Fund and National PTA in this effort, and are thrilled that they are still many, many more adventures yet ahead for Dora to continue to explore with our audiences around the world."


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