Nickelodeon UK has secured a slew of retail promotions to support its shopping center tour currently underway across the UK, with six licensees, five retailers and affiliate partner Virgin Media developing promotions to run in tandem with the tour.

Families attending the events over the summer will receive voucher booklets containing discounts for a number of licensed products at key retail partners, who will support the promotions with in-store product displays coupled with branded promotional dressing.

For their part, Fisher Price and electronic toy manufacturer V-Tech are partnering with Argos to offer discounts on Dora products, while A4T is partnering with Game and Gamestation to offer discounted SpongeBob accessories. Egmont is offering discounted Dora magazines when bought in WHSmiths and Titan is offering 30% off a year’s subscription to SpongeBob magazine. Paramount is offering DVDs from US $7.80 across all Nickelodeon properties.

Affiliate partner Virgin Media is running promotional activity on event days to raise awareness of Nickelodeon content on its platforms, as well as offering customers who sign up to specific deals two months free Nickelodeon, plus a wide range of entertainment channels. Virgin Media’s in-store promotional activity will include co-branded dressing, live and on-demand Nickelodeon channels content displayed on TVs and a competition to win a Dora or SpongeBob-themed party.