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Nickelodeon at Toy Fair 2004

NEW YORK, NY, Jan. 27, 2004 - Nickelodeon, the company that puts kids first in everything it does, is coming to Toy Fair 2004 with plans to unveil product tied to SpongeBob SquarePants: The Movie; a special episode of Blue's Clues, where Blue talks for the first time; an unprecedented line of bilingual merchandise for Dora the Explorer; and toys based on the hit show The Fairly OddParents.

"There truly is something for everybody at Toy Fair from Nickelodeon this year," said Leigh Anne Brodsky, Executive Vice President, Consumer Products, Nickelodeon. "Kids adore the friends they've made on Nickelodeon and our newest products not only enable them to live out the on-air adventures of our characters at home, but they also give kids friends they can relate to on all levels."

Nickelodeon Consumer Products, with retail sales of $3 billion in 2003, is a division of Nickelodeon Enterprises, the ancillary business arm of the network. As the top-rated cable network for more than eight consecutive years, Nickelodeon has created many of the best-selling and most popular toys for kids, including:


With overall retail sales of $2 billion, SpongeBob SquarePants has grown into a national phenomenon and is the number-one show on all of kids TV. A movie based on SpongeBob SquarePants will hit theaters November 2004.

The SpongeBob Patty Wagon Vehicle from Mattel is remote-controlled and is trailed by another vehicle that is styled like a spatula which follows the burger car wherever it goes. The 'Spatula' vehicle swings side to side as the Burger Mobile makes sharp turns. Based on SpongeBob SquarePants: The Movie, the Burger Mobile also comes with SpongeBob and Patrick characters, which can ride in the burger-mobile, or one can ride in the burger and the other on the spatula.

Mattel's Silly Singin' Buddies include SpongeBob and Patrick wearing their traditional outfits from the show, but their pants, shoes and belt are made of a shiny "movie-star" fabric. They are also wearing headsets and cool shades - Patrick's are star-shaped shades and SpongeBob's are granny-style. Battery-operated, SpongeBob and Patrick tell jokes, sing together, and each have a laugh switch in their belly area so that the child can squeeze the character at any time to initiate an out-of-control laughing mode.

With realistic sound and lighting effects, the Krabby Patty Station from Wild Planet is a tabletop grill and fry station that lets kids pretend to cook the perfect Krabby Patty (a favorite at The Krusty Krab restaurant where SpongeBob works). The grill glows, the fryer crackles and the patties sizzle - adding realism to role-play. SpongeBob talks, sings and narrates through the preparation process until proudly announcing "TaDa! The Perfect Patty!" - praising the chef for a job well done! The Krabby Patty Station comes complete with grill, fryer, spatula, Special Sauce bottle, and multiple patties, fries, buns, tomatoes and pickles. All accessories fit neatly into the storage drawer beneath the grill.


The Fairly OddParents has emerged as the number-two show on TV with kids 2-11, right behind SpongeBob SquarePants. It is the tale of average boy Timmy Turner and his fairly odd fairy godparents, Cosmo and Wanda. Timmy has virtually no power over anything in his world, but thanks to Cosmo and Wanda, life is always exciting. With their combined magic, they wreak magical mayhem by granting Timmy extraordinary wishes to overcome typical 10-year-old obstacles.

The Fairly OddParents Flippable Fairies from Jakks Pacific feature fairy godparents Wanda and Cosmo, and their charge, Timmy. Transform each character plush into a different figure from the show! Flippable Fairies comes in small and large sizes and feature Cosmo and Wanda plush that morph into their goldfish characters. Press each "sweet spot" on the plush and listen to one of many whimsically wacky phrases!

Da Rules Journal is the perfect way to collect The Fairly OddParents stickers and stampers. Even magical spells and wishes! The journal features 50 pages with an organizer section and a scrapbook section, as well as stickers, stampers, a magical pen and lock to keep out prying eyes.

For the first time ever kids can experience the wacky, magical world of Timmy Turner and his fairy godparents, Cosmo and Wanda, through Hasbro's The Fairly OddParents Board Game. Follow quirky instructions such as spinning in circles or stamping your feet as you move around the board. Be the first player to grant three of Timmy's wishes by landing on the spaces that match your cards and you're the winner!


Blue's Clues, winner of a 2002 Peabody Award, is a beloved TV show for preschoolers, and Blue has emerged as one of the most endearing children's characters of all time. The show's whimsical host, Joe, has become a favorite for preschoolers and their parents. Next month, Blue will talk for the first time in Nick Jr.'s special episode, "Blue Talks in the Legend of the Blue Puppy."

What can Blue do? She can talk and dance! Straight out of Blue's Room, Fisher-Price's Sing and Boogie Blue will have kids singing and dancing, too, as she talks, sings and does her new signature dance. When kids press her right hand, Blue really shakes her thing, singing and swinging her hips and arms from side to side. Kids can also press Blue's left hand to talk, play and pretend with her. Sing and Boogie Blue comes complete with an exclusive interactive video featuring her talking debut in the "Legend of the Blue Puppy" episode, plus two segments for kids to play an interactive game or learn Blue's new dance... "The Blue!"

The assortment of Handy Dandy Notebooks from Jakks Pacific incorporates essential elements of the show - the thinking chair, Joe's assorted shirt colors, Blue Takes You to School, and now, Blue's Room! Each notebook features wipe-off pages and a jumbo crayon so kids can write down clues as they watch the show. The new Blue's Room Notebook is double-sided so kids can play Blue's Clues the old way... or the new way!


Dora the Explorer is the highest-rated preschool show on commercial TV. Introduced on Nickelodeon in August 2000, Dora the Explorer features Dora, a Latina heroine, who teaches preschoolers a bit of Spanish as she goes about her on-screen adventures. Approximately half of Dora's merchandise features bilingual elements.

Dora's Talking Dollhouse from Fisher-Price is a uniquely styled home with a focus on family and incorporates bilingual phrases in the first of its kind non-traditional dollhouse. Dora's House unfolds to reveal an adobe style, open play space that can be expanded to seven rooms simply by raising the roof. The house is chockfull of interactive play areas featuring electronic sounds, music and lights including a working doorbell, a refrigerator with a real light, an oven timer, a fold down table, a couch, a radio that really plays music and a beautiful family photo that introduces Dora's family to children. The set comes complete with three poseable figures (Dora, her mom and dad).

Straight from the prime time TV special introducing Fairy Tale Princess Dora, the new Magic Hair Fairytale Dora, also from Fisher-Price, features the hair play fun that little girls love. Simply by waving a butterfly wand across Dora's crown, little girls can magically grow or shorten Dora's beautiful brown hair. (There's no winding or cranking to make the magic.) She also says phrases encouraging girls to play along and sings a special song. While she sings, the lights on her crown twinkle. A brush and two barrettes are included for more hair play fun.

With the Dora and Boots at Play Park Lego Set, it's a day of fun and adventure, but they should watch out for Swiper the Fox - he'll swipe all the rides if he can! Little ones will love building and playing in the world of Dora the Explorer, Boots and Backpack, while they learn about colors, shapes and numbers. The set includes Dora, Boots and 31 pieces.


Nickelodeon's line of branded playthings captures all of the wacky fun of Nickelodeon. It's almost like having SlimeTime Live in your living room and it's where you'll find wacky combinations of Nickelodeon characters together in the same products. Included in this year's line is Nickelodeon's first DVD game, Nick Trivia Challenge, from Imagination Entertainment. Nick Trivia Challenge comes packed full of hundreds of Nick cartoon clips and 500 Nick trivia questions and includes wipe-clean score cards and pens. Then throw in over five ways to score and you're got a game that's really exciting to play, either on your own, against your friends or in teams. All you need is a DVD player and a remote control.

Nickelodeon, which is celebrating its landmark 25th anniversary this year, is the number-one entertainment brand for kids. It has built a diverse, global business by putting kids first in everything it does. The company includes television programming and production in the United States and around the world, plus consumer products, online, recreation, books, magazines and feature films. Nickelodeon's U.S. television network is seen in more than 86 million households and has been the number-one-rated basic cable network for more than eight consecutive years. Nickelodeon and all related titles, characters and logos are trademarks of Viacom International Inc.

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