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Bringing up Dora: NVCP and Mattel intro new look online

Nickelodeon & Viacom Consumer Products and Mattel have decided it's time for the young Explorer to take on a new look. Yep, Dora's entering her tween years to attract an older consumer demo.
February 18, 2009

Nickelodeon & Viacom Consumer Products and Mattel have decided it’s time for the young Explorer to take on a new look. Yep, Dora’s entering her tween years to attract an older consumer demo.

While the style guide is very much hush-hush at the moment, the licensor and toyco are rolling out the popular Latina character’s new look under the name Dora’s Explorer Girls, targeting girls ages five and up, with a focus on fashion dolls and accessories.

The new tween Dora has graduated to middle school in the big city with a fashion-forward look and an extensive virtual world with games and mysteries to solve, which becomes accessible and interactive with the new doll line – changes made to Dora’s virtual hair length, jewelry and eye color will translate immediately to the physical doll.

A range of accessories and playsets – such as Dora’s Seaside School – will also be available. And girls will also be able to download new speech, music and mysteries into their online locker. The new property looks to help empower girls by being diverse, wholesome, bilingual and entertaining.

The current TV series has an average of 21.1 million viewers, including six million preschoolers, each month. First out of the gate for Dora’s Explorer Girls is the Dora Links fashion doll, which will retail for approximately US$59.99, landing in the US, UK and Canada this fall.

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