LEGO Systems Inc. has partnered with Nickelodeon to create construction sets based on the hit preschool show on commercial television, DORA THE EXPLORER. Through the two-year partnership, LEGO Systems is looking to not only grow in the preschool category with the LEGO EXPLORE line of products, but also increase the construction toy options for all young children.
"The show centers on exploration and discovery, something mirrored in the LEGO EXPLORE products," said Jill Wilfert, vp of global partnerships and alliances. "We really felt the show's playful learning tone and empowerment message were very compatible with the philosophy behind LEGO EXPLORE. Both companies have a kid's first philosophy ensuring the best play and learning experience for children."
DORA THE EXPLORER is a play along, animated adventure series starring a seven-year-old Latina heroine who lives inside a computer. Bilingual Dora uses her knowledge of English and Spanish to communicate with her friends, overcome obstacles and reach her goals. In each episode, Dora teaches a Spanish word or phrase to the viewers and then asks them to use it to solve a problem. Ultimately, Dora and her best friend, a monkey named Boots, triumph and the story always ends with a, "WE DID IT!" anthem.
The initial line of LEGO Dora the Explorer products consists of four construction sets, priced from $9.99 to $29.99 for children ages two and up. The sets will begin shipping to retail in March 2004 and also will be available on www.LEGO.com.