Nick Secures $25 Million In Partners For “Dora” Tour

Nickelodeon next month kicks off its first stage tour for “Dora the Explorer” with more than $25 million in promotional support from Procter & Gamble’s Crest, Pampers and Bounty; Nabisco’s Teddy Grahams; and Mervyn’s Department Stores.

“Dora Live! Search for the City of Lost Toys” is produced by Clear Channel Entertainment, New York City, and will visit 32 cities.

Cincinnati-based P&G will incorporate its multi-cultural SMILE program into “Dora” shows. (The animated TV character, Dora, is Hispanic.) Plus, lobby displays will encourage kids to brush their teeth.