Marketing: Pitching to Kids

NICKELODEON IS TAKING ITS BRANDS BEYOND TV--A HOTEL, CELL PHONES, EVEN CARS

Executives at Nickelodeon Networks aren't kidding when they say they're going to take the Nick brand "everywhere that kids are." In May the Viacom-owned kids-entertainment company partnered with Holiday Inn Hotels & Resorts to open the first Nickelodeon Family Suites by Holiday Inn, a $110 million theme resort in Orlando, Fla. Drawing on the success of its wildly popular series like Dora the Explorer and SpongeBob SquarePants, which racked up $1.5 billion in retail sales alone last year, Nickelodeon is positioning itself at the center of the technology-driven environment its audience inhabits. TurboNick, launched several weeks ago on a broadband video...

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