Nickelodeon beefs up fruit partnership
SpongeBob Square Pants is going to show up more at the grocery store.
By Bruce Horovitz, USA TODAY
SpongeBob SquarePants and Dora the Explorer aim to become even bigger celebs in the supermarket's produce aisle — amid new rivals and testy criticism.
On Wednesday, Nickelodeon will announce plans to put images of cartoon stars SpongeBob and Dora on packs of apples, pears, cherries and edamame (soybeans).
The move comes just one year after SpongeBob and Dora — each with about $2 billion in annual sales of consumer licensed products — first appeared on packages of carrots and Clementines. Entertainment rivals from Sesame Workshop to Disney have increasingly linked their most
popular cartoon characters with fruits and veggies.
"My goal is to have every fruit a kid would want to eat with a Nickelodeon character," says Sherice Torres, licensing vice president at Nickelodeon. "We're trying to see how many places we can use our characters to encourage kids to eat more fruits and vegetables."
Critics say this isn't about getting kids to eat veggies.
"These companies are in the cross hairs of litigation and poor public relations," says Kelly Brownell, director at Yale University's Rudd Center for Food Policy and Obesity. "They're in a hurry to immunize themselves."
The more prevalent use of SpongeBob and Dora is to market sugary cereals, ice cream or candy, says Susan Linn, co-founder of the Campaign for a Commercial-Free Childhood. "Until companies stop marketing junk food to children, it's hard to see putting media characters on produce as anything but window dressing."
But Nickelodeon executives say they're serious about better-for-you foods. "We've made a commitment to give parents and kids options," says Torres. She says Nickelodeon contacted fruit and vegetable outfits in 2001 about a tie-in, but none would listen.
Last year, unit sales of Darling Clementines rose nearly 25% after the brand added images of Dora and SpongeBob on the packs, says Luke Sears, president of importer LGS Specialty Sales.
Maybe that's why now:
• Winnie the Pooh is on apples. Last month, Walt Disney signed a licensing deal with Tesco, a big grocery retailer in the United Kingdom, to place stickers of popular Disney characters from Pooh to Tigger on branded fruit such as apple and bananas.
• Bugs Bunny is on grapes. Ready Pac this year launched Cool Cuts Ready Snax, single-serve packs of apples, grapes and carrots, with images of Warner Bros. characters Bugs Bunny, Tweety and the Tasmanian Devil. "Kids think its food for them as opposed to their parents," says Steve Dickstein, marketing chief.
• Elmo is coming to green beans. Last month, Del Monte Foods announced a licensing deal with Sesame Workshop. Besides Elmo, Grover will appear on sweet pea labels and Cookie Monster on corn labels.
http://http://www.usatoday.com/money/industries/food/2006-07-18-nickelodeon-usat_x.htm
Tuesday, April 29, 2008
AN INTERVIEW WITH MY CREATORS: WHAT THEY HOPE KIDS WILL LEARN FROM THE SHOW
How did you come up with the idea for Dora the Explorer?
Chris: We wanted to create a show that teaches little kids problem-solving skills. Preschoolers are our least powerful citizens. They can't reach the light switch; they have trouble pouring the milk on their cereal. They're faced with obstacles throughout their day and it can get pretty discouraging. Problem-solving strategies like stopping to think, asking for help, and using what you know are modeled in every Dora show.
What makes Dora the Explorer different from other children's programs?
Val: One of the things I love most about the show, and something that makes it unique, is that viewers are asked to be active participants — not only by answering questions, but by getting off the couch and moving their bodies. Parents tell us they know when Dora is on because they'll see and hear their kids playing along with the show: counting, speaking Spanish, jumping, rowing, clapping, etc. Chris: Probably the most obvious is the fact that we teach Spanish vocabulary in every show and that Dora is a Latina. Another unique aspect of the show is that it stars a little girl as an adventurer. The way we incorporate our curriculum into the show is different.
Can you talk about the interactivity of the show?
Chris: It's probably the most important aspect of the show and the thing that kids enjoy most. Parents can always tell when their kids are watching Dora by hearing the kids talking back to the screen. We are also extremely proud of how successful we have been in getting kids off the sofa, up, and moving.
How do you make sure the shows are appropriate for the audience?
Eric: I used to write for preschool shows (such as Gullah Gullah Island) before I had preschoolers of my own. Now I have a 6-year-old son, a 4-year-old daughter, and 4-month-old son, and along with being an incredible experience, being a parent has been helpful as I try to write stories that are appropriate for our audience. It's like having my very own focus group. I tell my kids the stories we're working on as bedtime stories to see how they react (though I've discovered that Dora stories, being interactive, work better on car trips than when I want my kids to calm down and get sleepy). I try out story ideas on them to see if they're hooked by the premise. In fact, I've asked my eldest son for help in my writing so many times that now he often says, "Not right now, I'm on a break." At the same time, every Dora episode is tested (and re-tested) by our Research Department with large numbers of preschoolers and we learn an incredible amount every time. And sometimes I discover that a story my kids assured me would be thrilling or hysterically funny only works when Daddy is telling it to his own children.
How long does it take to make an episode?
Chris: It takes about a year from an initial story idea to final music and sound effects.
How is Dora a role model?
Val: Dora is a problem solver who doesn't give up when faced with obstacles. She's a caring friend always ready to stop and help someone in need; and she's an adventurer whose curiosity and spirit lead her to explore the world. Dora's a role model not only for children, but for adults, too!
How can parents build on what their children learn from the show? Chris: I found that Dora's planning of her trip has been helpful for me in structuring some of my kids' weekend plans. Plus, I think that we all can learn to stop and think a little more.
How can parents build on what their children learn from the show? Chris: I found that Dora's planning of her trip has been helpful for me in structuring some of my kids' weekend plans. Plus, I think that we all can learn to stop and think a little more.
Why is Spanish used in the show?
Val: Educators believe that introducing a second language to a child before the age of 6 or 7 is an important factor in his/her ability to achieve fluency. For many of our preschool viewers, Dora is their first encounter with a foreign language. As such, the show might teach them a little Spanish and make them curious and interested in learning more, or simply make them aware of and comfortable with foreign languages. For our Spanish-speaking preschool viewers, seeing Dora use Spanish might encourage them to take pride in being bilingual.
THIS IS PROOF THAT KIDS REALLY RELATE TO ME (DORA)
A LADY EMAILED THIS TO ME ABOUT HER SON:
My son loves to watch NickJr. He watches Dora the Explorer on a daily basis. Dora counts in Spanish and she usually would have a word of the day, that she says in Spanish the entire episode. When Dora counts, she counts solely in Spanish, NO ENGLISH. Do you think this helps kids to speak a little Spanish?
Well honestly, I didn't think Dora speak Spanish on television would help kids to also learn words. But boy was I ever wrong...
One day my son, who is 3 and was 3 at the time, came to me and said, "Momma let's count in Spanish." Me, not really thinking he could count in Spanish said, "Alright Ja'Quan." I was basically trying to brush him off guys so I could quickly continue my work. But then he said, "Uno, dos, tres, quatro, cinco, seis," just like that. My baby didn't miss a beat and I was shocked! I didn't know what I was hearing so I told him to say it again. And when he repeated it the second time I was ecstatic. I started thinking back to where he might've picked it up at, then realized there was nowhere he could've learned it from but off "Dora the Explorer!" My son don't go to daycare and other places he visits I'm usually with him. So he had to learn Spanish off the popular NickJr show!
Have you seen your kids pick up anything off of Dora the Explorer or any other NickJr show? If so tell us about it, I really want to make sure I'm not bugging and the show really has taught my son to count to "6" in Spanish. By the way, he can count to ten now. I started teaching him Spanish to 10 since I found out he was highly capable of learning it. Thanks NickJr!
My son loves to watch NickJr. He watches Dora the Explorer on a daily basis. Dora counts in Spanish and she usually would have a word of the day, that she says in Spanish the entire episode. When Dora counts, she counts solely in Spanish, NO ENGLISH. Do you think this helps kids to speak a little Spanish?
Well honestly, I didn't think Dora speak Spanish on television would help kids to also learn words. But boy was I ever wrong...
One day my son, who is 3 and was 3 at the time, came to me and said, "Momma let's count in Spanish." Me, not really thinking he could count in Spanish said, "Alright Ja'Quan." I was basically trying to brush him off guys so I could quickly continue my work. But then he said, "Uno, dos, tres, quatro, cinco, seis," just like that. My baby didn't miss a beat and I was shocked! I didn't know what I was hearing so I told him to say it again. And when he repeated it the second time I was ecstatic. I started thinking back to where he might've picked it up at, then realized there was nowhere he could've learned it from but off "Dora the Explorer!" My son don't go to daycare and other places he visits I'm usually with him. So he had to learn Spanish off the popular NickJr show!
Have you seen your kids pick up anything off of Dora the Explorer or any other NickJr show? If so tell us about it, I really want to make sure I'm not bugging and the show really has taught my son to count to "6" in Spanish. By the way, he can count to ten now. I started teaching him Spanish to 10 since I found out he was highly capable of learning it. Thanks NickJr!
I'M DORA, AND HE'S DIEGO!!!
THIS IS AN INTERSTING EMAIL ANOTHER PARENT SENT:
My son will not watch any other cartoons except the ones that air on NickJr and Nickelodeon. He will not even watch Cartoon Network for some odd reason. But his favorite shows are "Spongebob Squarepants," "Dora the Explorer," and "Go Diego!" He loves Dora and Diego so much that he will call himself Diego at times and call me Dora.
One day while watching NickJr my son told me I was Dora and he was Diego. I was in the kictchen cooking and forgot we were playing "the name game" and I said, "Come here Quez." By the way Quez is my son's name. But he screamed from the living room and said, "Momma I'm Diego and you're Dora." I quickly responded with, "I'm sorry Diego, come here." I just thought that was too cute and too funny.
My son will not watch any other cartoons except the ones that air on NickJr and Nickelodeon. He will not even watch Cartoon Network for some odd reason. But his favorite shows are "Spongebob Squarepants," "Dora the Explorer," and "Go Diego!" He loves Dora and Diego so much that he will call himself Diego at times and call me Dora.
One day while watching NickJr my son told me I was Dora and he was Diego. I was in the kictchen cooking and forgot we were playing "the name game" and I said, "Come here Quez." By the way Quez is my son's name. But he screamed from the living room and said, "Momma I'm Diego and you're Dora." I quickly responded with, "I'm sorry Diego, come here." I just thought that was too cute and too funny.
A LITTLE ABOUT ME!!!
Dora the Explorer is a half-hour television series which airs on NickJr. The show is mainly for preschoolers but can entertain children of all ages. Dora is a 7 year old Latina girl who explores "her world" with her viewers. She engages her viewers with play-along episodes teaching preschoolers how to observe situations and solve problems. Along the way, kids learn basic Spanish words and phrases, as well as math skills, music, and physical coordination. Dora asks questions throughout the show and pauses as if she is listening to the answers given by the kids. The show is highly interactive and can actually teach your child in the process of keeping them entertained... this helps me get the housework done!
http://www.nickjr.com/shows/dora/parenting_features/dora_behind.jhtml
http://www.nickjr.com/shows/dora/parenting_features/dora_behind.jhtml
Subscribe to:
Posts (Atom)
