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UM Dora the Explorer

New identity and strapline developed for Nick Jr


By Stephen Lepitak, -

January 8, 2013 | 2 min read

A new look and network staple has been developed for preschool cable and satellite station Nick Jr.

The branding went live this week, and will run alongside e network strapline 'Every day's an adventure' both of which, were developed in the US.

On air promotional activity has been developed by the channel's UK in-house creative communications team, including the use of new interstitials feature characters from the channel such as Peppa Pig, Dora the Explorer and Tickety Toc.

The UK website has also been updated to add the identity and a new Grown Ups section which offers parents advice on games and activities to undertake with their child.

"'Every day's an adventure' perfectly encapsulates the key learning style of our preschool audience and all of the core Nick Jr. programming with its strong sensibilities of imaginative learning and exploration. In addition to providing a strong basis for viewers navigating across the network, the new branding will also act as the framework for additional content that could be added to the Nick Jr. channels," said Tina McCann, managng director of Nickelodeon UK. "This refresh gives us an opportunity to build upon our success with family audiences and better align our preschool and parental offering across both on air and online platforms."

Marketing and PR activity will also run in Spring featuring the strapping, again developed in-house, with media planning and buying from UM.

UM Dora the Explorer

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