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More Kids Shows Get Steady Dose of Spanish
September 01, 2005
With multicultural children's programming on tap, marketers are reaching out to parents.
To foster support from the elders, Nick Jr. has partnered with Pocket Billboards for a part-creative phone card announcing the debut on Sept. 6 of Nick Jr.'s Go, Diego, Go! — on prime time, no less — the other side containing the necessary digits to call abroad.
The L.A. area will receive 25,000 phone cards, according to David J. Perez, CEO of Latin Force, the Hispanic publicity and marketing arm of Nick Jr. Print ads have appeared in Latina and People en Español so far, Hispanic radio is playing a part and promotions are set for Spanish-language Web sites Yahoo en Español!, Mi Gente and Univision.
"It's an exciting and elaborate campaign, with traditional and nontraditional consumer advertising," says Karen Driscoll, vice president of Nickelodeon marketing.
On PBS Kids, Jay Jay The Jet Plane will add bilingual biplane Lina to its cast of loquacious characters in October. David Bynder, director of marketing for producer Porchlight Entertainment, says, "The Hispanic character will only increase the popularity of the show," and, presumably, more toy licensing.
– Nancy Ayala
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Copyright 2007 Marketing y Medios |
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