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RUGRATS GO WILD Gets $100 Million in Licensing Support

Nickelodeon Movies and Paramount Pictures have crossed $100 million in promotional licensing support for RUGRATS GO WILD (opening June 13, 2003), which combines the worlds of Nick's TV hits THE RUGRATS and THE WILD THORNBERRYS. Companies promoting the new film include Burger King, Blockbuster, Quaker Oats, Embassy Suites Hotels, Skippy Peanut Butter, M&M Mars, Kid Cuisine, Sunkist and Valpak. Along with movie-themed toys, kids will be able to get scratch-and-sniff "Odorama" cards in Burger King's kids' meals from June 2-29. The smells on the cards correspond with scenes from the film. Starting June 15 and while supplies last, the cards will also be available at Blockbuster Video locations.

"Odorama is an unparalleled promotional concept and we are thrilled to work with Burger King and Blockbuster to create a one of a kind experience for kids," said Pam Kaufman, svp, marketing, Nickelodeon.

Quaker Oats cereals will be the exclusive packaged goods point of entry for the RUGRATS GO WILD sweepstakes, where five kids and their families will win a trip to the Embassy Suites Hotel Dorado del Mar Beach and Golf Resort in Puerto Rico. The sweepstakes will be promoted on Quaker cereal boxes at Embassy Suites locations (where children will receive toy-filled Nickelodeon summer trip packs), on Nickelodeon and at Nick.com, with M&M Mars and Embassy Suites serving as sponsors. In addition, Quaker will also debut Cap'n Crunch's RUGRATS GO WILD Berries, which will feature movie character-shaped cereal pieces. From September 2003 through March 2004, Quaker Instant Oatmeal will carry an on-pack display to promote the RUGRATS GO WILD home video release.

Starting June 1 through July 31, Kid Cuisine frozen meals will offer two limited edition RUGRATS GO WILD-themed meals, including Rugrats shaped pasta, jungle animal shaped fruit snacks, comvee-shaped and binocular-shaped breaded chicken patties and vanilla pudding with color changing beach sand sugar and palm tree sprinkles. Then on June 2, Kid Cuisine will launch the "Ultimate Island Adventure" sweepstakes, where one Grand Prize winner will win a trip for a family of four to Beaches Boscobel all-inclusive resort in Ocho Rios, Jamaica. In yet another sweepstake, Sunkist Growers will offer the chance to win a $20,000 Summer Safari family vacation. Valpak will offer a fourth sweepstakes offering winners trips to the Nickelodeon Studios in Orlando, Florida or free passes to see the film. Skippy Peanut Butter participation will offer consumers the chance to receive free RUGRATS GO WILD bobbleheads.

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