Nick Jr signs deal with Gulliver’s theme parks

Nick Jr, part of kids TV network Nickelodeon UK, has signed a one-year promotional deal with Gulliver’s theme parks to feature its children’s characters Dora the Explorer and Diego.

Nick Jr, owned by Viacom, will be running activity in the outdoor parks from April 4 featuring the characters from its animated shows. Children visiting the park from April 4 will be able to take part in Dora and Diego-themed challenges throughout their visit, with a reward at the end.

The deal was negotiated between the licensing and marketing teams of Gulliver’s and Nickelodeon. There will be joint marketing communications, online promotion, advertising on the Nick Jr channels and additional merchandise available to buy in Gulliver’s gift stores.

Gulliver’s is a family run company that operates three theme parks in England for children aged two to 13. It is offering a season ticket for 49.99 this year.

Merlin Entertainments, which owns Alton Towers, Chessington World of Adventure, Madame Tussauds, Legoland and the Sea Life chain has just launched a corporate branded television campaign in support of its Merlin Annual Pass. The campaign was created by Delaney Lund Knox Warren.

Viacom reported a drop in fourth quarter profits of 69% in February due to costs relating to job cuts and the write down of some assets.