Over one million six-packs of Mott’s Blue’s Clues Berry blue apple sauce will hit U.S. grocery shelves in May and throughout June, as Mott’s and Nick Jr. partner to promote the birthday of Blue, star of the preschool show Blue’s Clues. Blue’s birthday episode will premiere in a prime time slot on Sunday, June 14 at 8 p.m.

Mott’s one-time-only blue apple sauce packs-the company’s first kid-targeted apple sauce-will include a mail-in offer for a Blue’s Clues birthday toy. The offer will also be featured on Mott’s 64-ounce and one-gallon apple juice containers. In addition, Blue’s Clues stickers will be featured on Mott’s Juice-Packs and Mini-Mott’s. Retail support will consist of point-of-purchase materials, specially designed cases and on-pack tune-in messages.

Nickelodeon will support the promotion with print advertising in national parenting magazines. Additionally, the campaign features a Nickelodeon-sponsored Blue’s Clues birthday party for kids in New York City and a sweepstakes giveaway that includes a college savings bond and a personalized Blue’s Clues birthday party. Paramount Home Video’s Blue’s Birthday will be released in October.

ï Mattel and Taco Bell rev up with kids meal promo

Mattel has signed on as a promotional partner with Taco Bell to include Matchbox toy cars in the QSR’s kids meals.

Beginning next month, each Matchbox/Taco Bell Kids Meal will include one of four exclusive Matchbox cars, including a Volkswagen concept car, a 1962 Chevy Corvette, a Firebird Formula and a Humvee.

‘Kids are our core audience and this promotion allows us to reach millions of kids directly,’ says Gene Murtha, vice president of marketing for Matchbox, in a release.

The promotion will be supported with extensive in-store signage and POP displays.