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Theme parks: Sea World announces Nickleodeon Sponge Bob tie up.

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Village Roadshow Theme Parks (VRTP) and Nickelodeon have joined forces on an exciting new partnership that will bring the world’s first-ever SpongeBob SquarePants parade to Sea World on the Gold Coast this summer. A large-scale attraction for fans of all ages, the parade will be developed exclusively for Sea World by the creative team behind SpongeBob SquarePants and will feature key characters and design elements from the hugely popular animated series.

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The multi-year deal between VRTP and Nickelodeon will also include a live stage show of Nick Jr.’s Dora the Explorer that will feature character appearances to entertain pre-school aged kids at Sea World. The Nickelodeon and Nick Jr. brands will also be integrated into the Sea World Resort water park and kids’ club. Additionally, a range of SpongeBob SquarePants and Dora the Explorer consumer products will be available as part of the Nickelodeon integration, including some items offered exclusively at Sea World.

“The Nickelodeon and Nick Jr. brands have a unique resonance with families and are the perfect fit for the Sea World and Sea World Resort properties, ” said Dale Stratford, Executive Director of Marketing, Village Roadshow Theme Parks. “This is a fantastic union of world-class entertainment brands, which will be of great benefit to both parties.”

“Nickelodeon is thrilled to be teaming up with Village Roadshow Theme Parks on these new attractions, ” added Ben Richardson General Manager for Nickelodeon Australia and New Zealand. “This is a major milestone for our burgeoning local recreation business and an important next step in our brand expansion across all facets of entertainment for Australians.”

"We are looking forward to bringing Nickelodeon attractions to kids and families in Australia, ” said Gerald Raines, Senior Director, Nickelodeon Theme Parks and Attractions. “Sea World is a premier family park on the Gold Coast and the ideal location for a one-of-a-kind entertainment experience featuring the pop culture icon and the world’s most optimistic sea sponge, SpongeBob SquarePants.”

Further details of the SpongeBob SquarePants, Dora the Explorer attractions and Sea World Resort attractions will be revealed in the coming months, with launch planned for late 2011 during the peak summer holiday period.

About Village Roadshow Theme Parks

Village Roadshow Theme Parks (VRTP) is Australia’s largest theme park operator with Sea World, Warner Bros. Movie World, Wet’n’Wild Water World, Paradise Country, Australian Outback Spectacular, Warner Roadshow Studios and Sea World Resort in its Gold Coast portfolio. VRTP brings people together of all ages, cultures and backgrounds to enjoy the highest international theme park standards of quality, fun and entertainment. VRTPs’ parent company is Village Roadshow.

About Nickelodeon

Nickelodeon, now in its 32nd year, is the premiere 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, magazines 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. Nick-branded attractions and parks around the world include the newly launched “Nickelodeon Land” at Pleasure Beach in Blackpool, England; “Nickelodeon Universe” in Minneapolis’ Mall of America; and “Nickland” at Movie Park Germany. Nickelodeon experiences are also offered at Universal Studios in Orlando, Fla. and Hollywood, Calif. Nickelodeon and all related titles, characters and logos are trademarks of Viacom Inc. (NYSE: VIA, VIA.B).

SpongeBob SquarePants

A as a happy-go-lucky sea sponge living out his adventures in a wacky underwater world, SpongeBob SquarePants has emerged as a pop culture phenomenon. The TV show has remained a top-rating animated series for kids aged 2-11 for over 10 consecutive years, and the series has been syndicated across 171 markets in 36 languages. The SpongeBob SquarePants range of merchandise comprises books, DVD’s, clothing, footwear, accessories, homeware, manchester, stationery, confectionery and more, available through major and leading independent retailers.

Dora The Explorer

Dora the Explorer is a play-along, animated adventure series starring Dora, a seven-year-old bi-lingual Latina heroine, whose adventures take place in a tropical world with her best buddy, Boots the monkey. Developed in consultation with educational professionals, in each episode Dora calls upon the home viewer to help her to solve puzzles, overcome obstacles, and reach her goals. The TV show is watched by preschoolers all over the world, and consistently rates for Nick Jr. as the number one preschool program in the country. The Dora the Explorer range includes an array of books, DVD’s, clothing, footwear and accessories, homeware, manchester, stationery, confectionery and more, available from major and leading independent retailers.

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