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The Last Airbender revs up consumer and broadcasting activity

As the US July 1 premiere of The Last Airbender quickly approaches, Nickelodeon Consumer Products (NCP) has ramped up its international branded consumer product activity for the film, which is a live-action fantasy based on the Nickelodeon animated series Avatar: The Last Airbender.
June 30, 2010

As the US July 1 premiere of The Last Airbender quickly approaches, Nickelodeon Consumer Products (NCP) has ramped up its international branded consumer product activity for the film, which is a live-action fantasy based on the Nickelodeon animated series Avatar: The Last Airbender.

In Brazil, apparel retailer Riachuelo has signed a partnership for boys covering both The Last Airbender movie and Avatar: The Last Airbender television series. The launch is backed with store signage and premiums.

The NCP-Riachuelo partnership, which kicked off in 2009, also takes in Backyardigans and SpongeBob SquarePants. The retailer is also launching a Dora the Explorer collection in August and an iCarly range in October this year.

In the UK, The Last Airbender will debut in a multi-property back-to-school promotional deal between NCP and national footwear retailer Clarks. The promo, which will run from July through to the end of September, will include TV advertising, an online competition, in-store point of sale and a special and exclusive pack of Nick Trumps for kids. The campaign will take place in more than 500 UK and Republic of Ireland stores and is aimed at children aged six to 12.

Also in light of The Last Airbender release, global broadcasters are signing new deals and renewals on the original Nick series Avatar: The Last Airbender.

In Central and Eastern Europe, MTV Networks International has signed Georgia’s Teleimedi and Albania’s Top Channel for the series, while in Asia Pacific Malaysia’s TV3 has signed a relicense on the series.

In Australia, broadcaster Network Ten has signed for Avatar episodes 101-121 and 201 to 206.

About The Author
Wendy is Kidscreen’s Associate Editor. When she’s not sourcing material for the brand's daily email newsletter, she’s researching, writing and connecting with others about the newest trends in digital media. Contact Wendy at wgoldman@brunico.com.

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