Nick Jr. Adventure Centre to kick off in the UK

Nick Jr. and Nickelodeon and Viacom Consumer Products are partnering on a location-based brand extension to bolster consumer products sales.
May 31, 2018

Preschool channel Nick Jr. and Nickelodeon Viacom Consumer Products are launching the Nick Jr. Adventure Centre in the UK on June 9.

Targeting families with children ages two to four, the Adventure Centre features a number of Nick Jr. shows, including Blaze and the Monster Machines, Nella the Princess Knight, Shimmer and Shine, Rusty Rivets and PAW Patrol. Each brand will have a dedicated play station within the Adventure Centre dome, where attendees can play with toys and participate in activities, in an effort to encourage positive immersion with each property and bolster consumer products sales.

In the Rusty Rivets Lab, for example, kids can use worksheets to create their own rivet robot. In the Shimmer and Shine Wishing Studio, meanwhile, families can play with glitter tattoos and leave wishes on a wish wall.

The Nick Jr. Adventure Centre will travel across the UK until July 22, stopping in 13 locations including Nottingham, Glasgow, Manchester, Coventry and Leicester. Attendees can win prizes by sharing photos from the Adventure Centre on social media by tagging Nick Jr. and using the hashtag #nickjradventure.

The kidsnet—which recently renewed four of its top-ranked preschool programs—is launching its Adventure Centre amid the continued popularity of location-based brand extensions and live shows. Nickelodeon has seen success with stage shows based on PAW Patrol, and branded retail events like Sony’s Enjoy Shop-Pingu pop-up experience are launching globally.

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