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Nick shows ‘Genius’ in marketing campaign

Ore-Ida, Quaker to come out with 'Jimmy' products

“Jimmy Neutron: Boy Genius” has landed more than $100 million in promotional support in the biggest marketing campaign for a TV series in Nickelodeon’s history.

Ore-Ida, Quaker, Embassy Suites and Burger King have signed on to back Nick’s newest franchise with products that support the fall debut of “The Adventures of Jimmy Neutron, Boy Genius” on the kids cabler.

Nickelodeon will unveil its “Jimmy Neutron” promo plans, as well as new products from master toy licensee Mattel, this week at the American Intl. Toy Fair in Gotham. Last June, Nick booked $50 million in promotional support for the release of the “Jimmy Neutron” feature from Nickelodeon Movies/Paramount Pictures.

Jimmy Neutron’s “Gotta Blast” promotion will include new products like French fries in five different flavors, bite-sized cereal bars, the cover for boxes of Life cereal, a Burger King Kids Meal and specialized kid-friendly hotel vacation packages. The “Gotta Blast” promotion will kick off in April and run through the end of September.

“This has been two years in the making,” said Pam Kaufman, senior VP of marketing for Nickelodeon. “That these companies got behind the ‘Gotta Blast’ promotion and believed in Jimmy even before the movie opened is proof to the strength of the franchise.”

“Jimmy Neutron” was the first Nickelodeon property to be introduced via a feature film before landing on TV. Pic, released in December, has grossed close to $80 million domestically.

Ore-Ida has tapped Jimmy Neutron as a spokescharacter for its new Funky Fries line of flavored and colored French fries. Quaker will introduce a special Choco Blast flavored Jimmy Neutron Chewy Granola bar. Burger King has committed to a five-week “Jimmy Neutron” Kids Meal promotion in the fall.

Other licensees including Centrum, American Greetings and Johnson & Johnson will also participate in the promo.

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