An 'All Stars' partnership

Marianne James, vice president commercial partnerships, consumer products and experiences at Nickelodeon UK & Ireland, talks through their partnership with intu

Entertainment brand Nickelodeon created the Nick Jr. All Stars umbrella campaign especially for its collaboration with intu last Easter.

Nick Jr. is widely acknowledged to be a pre-school powerhouse, with its shows rating higher than ever before thanks to the popularity of shows such as Blaze and the Monster Machines, Shimmer & Shine and PAW Patrol. The latter tops the ratings across pre-school channels and is now the number one pre-school toy property in the UK and number two biggest toy property after Star Wars. intu focuses on creating destinations for families, encouraging them to stay for as long as possible which in turn helps their retailers to succeed. So, linking with a universally loved family brand like Nickelodeon over school holiday periods helps this happen.

The Nick Jr. All Stars activation ran over a four-week period and spanned a number of different areas. There were some tried and tested activities as well as some new elements, created from scratch by intu using Nickelodeon assets. intu customers had the chance to build their own monster truck inspired by Blaze and the Monster Machines, join the Half Shell Heroes Ninja School and immerse themselves into the Teenage Mutant Ninja Turtles’ world, whilst fans of Shimmer and Shine could feel the magic of the show through dance classes and genie makeovers. 

Alongside this, the characters from PAW Patrol made multiple visits to intu centres across the period, drawing huge crowds whenever they appeared. Finally, intu and Nickelodeon created an augmented reality hunt within the malls. Families simply needed to find six Nick Jr. characters hidden around the mall, scan the image with their phone and access six bespoke games themed around Nick Jr. characters. Finding all six-allowed entry into a prize draw. The activation was supported by a robust marketing campaign, with in centre materials pre-promoting it weeks before it went live, a bespoke magazine featuring competitions and other engaging content for kids to complete over the holidays. A TV ad also ran across the Nickelodeon network during the six-week campaign and two weeks prior to launch.

This campaign was a great example of a Nick Jr. brand campaign in the UK, bringing all of the incredibly successful shows together under one banner, and incorporating a number of firsts with a willing and enthusiastic partner in intu that led to some incredible results for both brands.