In a play to connect more families in the kitchen, one of North America’s leading mobile phone makers, Alcatel, has partnered with Nickelodeon on a custom cross-platform marketing program for its newly launched 17-inch tablet, TCL Xess.

Beginning today, the program will see Nickelodeon, Nick Jr. and Nick at Nite run special on-air spots created by the Nickelodeon Velocity marketing division that feature hit series Paw Patrol and the Nick and Noggin apps. Both apps come preloaded on the Xess and will allow kids and parents direct and easy access to a raft of Nick content. Additionally, the tablet’s Android software can connect users to downloadable Nick content from the Google Play store.

The program also includes a social media campaign in which Nickelodeon’s social influencer group MomSquad will create custom Xess video content for all Nick social channels and the Viacom Content Network. Paw Patrol branding will also appear on People.com’s People Shop, and on Alcatel’s e-commerce site.

Officially launched at CES in January with a US$499 price tag, the Xess features a simplified, three-panel view, pre-loaded recipe applications, multiple kitchen timers, shopping lists, hand-gesture capabilities, an adjustable stand and a WiFi camera.

Alcatel is part of TCL Communication, which is part of global consumer electronics company TCL Corporation.