Wal-Mart has signed on as the retail sponsor of Nickelodeon’s 20th Annual Kids’ Choice Awards, scheduled to take place on March 31 in L.A. As part of the broad ad/sponsorship deal, Wal-Mart will have a presence on/in several Nick platforms, including the network proper, broadband and Nickelodeon Magazine.

The first spots to come out of the partnership began running on Nick airwaves this month, featuring Wal-Mart spokes-elves Wally and Marty hyping the big awards show. The chain will also sponsor the Favorite DVD awards category through in-store displays and an online voting destination at www.nick.com/walmart, where kids can cast their ballots and help choose a winner.

A slew of exclusive awards-related products will be available at all Wal-Mart stores, including a Kids’ Choice CD (US$13.88) and Winner’s Collection DVD 2-packs featuring such titles as Drake & Josh Go Hollywood and The SpongeBob SquarePants Movie. The DVD packs, priced at US$9.44, are also pegged to play into planned in-store promo displays that will feature other Nick merch including video games, music and toys.