Nickelodeon Unveils Celebrity-Designed Backpacks in Windows of Macy's Herald Square in NYC for Dora the Explorer's 10th Anniversary

Nickelodeon Unveils Celebrity-Designed Backpacks in Windows of Macy's Herald Square in NYC for Dora the Explorer's 10th Anniversary

Specially Created Backpacks to Be Auctioned to Benefit Children's Defense Fund as Part of Nickelodeon's 'Beyond The Backpack' Pro-Social Campaign for Preschoolers Backpacks Custom Designed by Jessica Alba, Drew Brees, Sheryl Crow, Faith Hill, LeBron James, Heidi Klum, John Leguizamo, Eva Longoria Parker, Salma Hayek Pinault, Shakira, Slash, and Matthew McConaughey and Camilla Alves

NEW YORK, Aug. 10 /PRNewswire/ -- In honor of Dora the Explorer's 10th Anniversary this week, Nickelodeon unveiled 12 custom-made backpacks today in the world-famous windows of Macy's Herald Square in New York City. Created to support "Beyond the Backpack"--the network's pro-social campaign championing kindergarten readiness for preschoolers--the backpacks feature premium, one-of-a-kind designs by: Jessica Alba, Drew Brees, Sheryl Crow, Faith Hill, LeBron James, Heidi Klum, John Leguizamo, Eva Longoria Parker, Salma Hayek Pinault, Shakira, Slash, and Matthew McConaughey and Camilla Alves. The backpacks will be displayed in the Macy's Herald Square windows and are available for auction on www.charitybuzz.com/auctions/dora through Sept. 2. All proceeds will benefit the Children's Defense Fund, a key partner in Nickelodeon's "Beyond the Backpack" campaign.

(Photo: http://photos.prnewswire.com/prnh/20100810/NY48419 )
(Photo: http://www.newscom.com/cgi-bin/prnh/20100810/NY48419 )

"Nickelodeon has a legacy of empowering kids and their families by offering them access to the resources they need to be successful in their lives," said Marva Smalls, Executive Vice President, Public Affairs, Nickelodeon/MTVN Kids and Family Group. "We are very proud and honored to have the Children's Defense Fund as one of our key partners on Dora's 'Beyond the Backpack' campaign, to help us with our work to encourage parents to be proactive in preparing their kids with the necessary tools for school."

The backpacks were personally designed and signed for authenticity by each respective celebrity. Hand-made in the United States, the backpacks are stylistically diverse, with distinct Dora-inspired design elements-ranging from punk-rock, to preppy, to goth-chic, to bohemian, to glam. Vivid and colorful soft metallic leather, ultra-suede, rubber, nylon, textured leather, and canvas materials are highlighted with statement-making patterns featuring various graphic styles of Dora and her best pal Boots, Swarovski crystal embellishments, embroidery, appliques and dangling Dora-themed charms.

The proceeds from each backpack's auction will benefit the Children's Defense Fund (CDF), one of "Beyond the Backpack's" Advisory Committee members, which will be funding school readiness programs.

"The Children's Defense Fund recognizes the years of research that points to the importance of early childhood development and getting children ready to succeed in school," noted Edelman. "Beyond the Backpack helps provide stimulating educational tools and learning opportunities all children need. I'm proud to continue this partnership with Nickelodeon - working with these influential celebrities to create backpacks is such an innovative way for parents and early educators to engage children and further the messages of Beyond the Backpack and CDF."

There is also a limited quantity of each backpack available for auction globally, in countries including France, the United Kingdom, Mexico, Canada, Spain, The Netherlands, Greece, Australia, New Zealand and Israel. International proceeds will fund various childhood education projects in each respective country.

Additionally, at today's unveiling, James Beard Award-winning chef and Macy's Culinary Council member Michelle Bernstein debuted a custom menu of Latin-influenced and Dora-inspired recipes, like Empanadas filled with sweet corn and Arepas with cheese. The menu also included three recipes from the upcoming Dora and Diego Let's Cook! cookbook.

"With our long-standing partnership with Nickelodeon, Macy's is thrilled to be celebrating Dora the Explorer's 10th anniversary by hosting this special kick-off event benefiting the Children's Defense Fund," said Martine Reardon, Executive Vice President of Macy's Advertising and Marketing. "From flying high in our world-famous Macy's Thanksgiving Day Parade (R) to showcasing a limited-edition line of fashionable backpacks in our Herald Square windows, Dora the Explorer's anniversary is a wonderful way for Macy's to continue its tradition of giving back."

"Beyond the Backpack" is designed to call attention to the emotional, physical, experiential and actual competencies that preschoolers need for those first, crucial steps into school, including: social skills and emotional intelligence; early literacy and math skills; in-school involvement and resources like school supplies; and health and wellness basics. The measurable components of the campaign include dedicated PSAs; a web site (www.dora.beyondthebackpack.com) with customized resources and learning activities including a curriculum-focused checklist for parents to find out if their child is ready for Kindergarten, links to partner organizations and downloadable content for parents; financial resources and grants; fundraising activities; and community events.

The Children's Defense Fund (CDF) is a non-profit child advocacy organization that has worked relentlessly for over 35 years to ensure a level playing field for all children. CDF champions policies and programs that lift children out of poverty; protect them from abuse and neglect; and ensure their access to health care and quality education. CDF's mission to ensure every child a Healthy Start, a Head Start, a Fair Start, a Safe Start and a Moral Start in life and successful passage to adulthood with the help of caring families and communities.

On Sunday, Aug. 15, at 8:00 p.m. (ET/PT) Nickelodeon will celebrate Dora the Explorer's 10th anniversary with the premiere of "Dora's Big Birthday Adventure," a brand-new, hour-long primetime TV movie that follows Dora and Boots on a whirlwind journey through Magic Storybook Land. The TV movie features guest stars Rosie Perez as La Bruja (the witch), John Leguizamo as the Flying Monkeys and Hector Elizondo as the Wishing Wizzle.

Following the TV movie, at 9:00 p.m. (ET/PT), Nickelodeon will premiere the first-ever Dora 10th Anniversary documentary, a special 12-minute tribute executive-produced by Academy Award®- nominated Brett Morgen (The Kid Stays in the Picture) and directed by Debra Eisenstadt. The documentary explores the series' cultural and educational impact and features appearances by Dora and her friends, commentary from creators Chris Gifford, Valerie Walsh Valdes and Eric Weiner, industry experts, real-life kids and celebrities including Anderson Cooper, Elisabeth Hasselbeck, Rosie Perez, Salma Hayek Pinault, Shakira, Soledad O'Brien, Sherri Shepherd and more.

Since launching in 2000, Nickelodeon's Dora the Explorer has emerged as a global phenomenon, currently seen in more than 151 territories around the world and translated into 30 languages. The series ranks among the top-rated shows on television. Dora is the first animated Latina character to be featured in a leading role, and the show has received numerous industry awards including the Peabody, NAACP, Alma, Latino Spirit, Gracie Allen, several Parents' Choice Awards, the Television Critics Association award and 15 Daytime Emmy nominations.

Nickelodeon, now in its 31st year, is the number-one entertainment brand for kids. It has built a diverse, global business by putting kids first in everything it does. The company includes television programming and production in the United States and around the world, plus consumer products, online, recreation, books and feature films. Nickelodeon's U.S. television network is seen in more than 100 million households and has been the number-one-rated basic cable network for 16 consecutive years. For more information or artwork, visit http://www.nickpress.com/. Nickelodeon and all related titles, characters and logos are trademarks of Viacom Inc. (NYSE:VIA)(NYSE:VIA.B).

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Source: Nickelodeon

CONTACT: Heather Brown, +1-212-846-6240, Heather.Brown@nick.com, or Tori
Fernandes, +1-212-846-4942, Tori.Fernandes@mtvstaff.com

Web Site: http://www.nick.com/

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