Wal-Mart and Nickelodeon Ink Advertising, Promotions and Merchandising Deal for Nickelodeon's 20th Annual Kids' Choice Awards

BENTONVILLE, Ark. and NEW YORK, March 15 /PRNewswire-FirstCall/ -- Wal- Mart and Nickelodeon announce today a first-time advertising, promotions and merchandising partnership surrounding Nickelodeon's 20th Annual Kids' Choice Awards airing March 31. Wal-Mart has signed on to become the first and exclusive retail sponsor for Nickelodeon's highly anticipated annual television event that celebrates top entertainment picks, as chosen by kids. The advertising and promotional agreement between Wal-Mart and Nickelodeon will be divided among several Nickelodeon platforms including Nickelodeon television, Nickelodeon Magazine and Nick online.

As an associate sponsor of Nickelodeon's 20th Annual Kids' Choice Awards, Wal-Mart has launched a substantial advertising campaign on Nickelodeon this month, which runs through mid-April. The new spots star Wal-Mart's animated "spokes-elves," Wally and Marty, and build excitement about the TV event and products in stores. Additionally, Wal-Mart will sponsor a new and exclusive category within this year's Kids' Choice Awards -- the "Favorite DVD" category -- and will also have a sponsored area and dance floor at the Kids' Choice Awards after party. In stores, Wal-Mart will feature exclusive products and a designated Kids' Choice Awards display, and on-line kids can vote for their favorite DVD at http://www.nick.com/walmart .

"We are excited to be engaged in what has become a well-recognized and highly anticipated TV event for kids each year," said Stephen Quinn, executive vice president and chief marketing officer, Wal-Mart Stores. "We see this partnership as a great opportunity to share our commitment to kids, tweens and families to be the retail destination for unbeatable values on their top selections."

"The Kids' Choice Awards are one of the biggest events on kids' television today, and we are thrilled to be working with Wal-Mart in marking the 20th anniversary of the show as the exclusive sponsor in the retail category," said Jim Perry, Executive Vice President, 360 Brand Sales for Nickelodeon and MTVN Kids and Family Group. "Wal-Mart's creative promotional concept really signifies how marketers are able to take advantage of all Nickelodeon has to offer, with many platforms on which to partner to create customized programs."

Among the exclusive products available in Wal-Mart stores is the new Nickelodeon Kids' Choice, Vol. 3 CD, by Nick Records/SONY BMG's Commercial Music Group, retailing for $13.88. The CD marks the third installment of the Nickelodeon Kids' Choice Awards music franchise. Over 18,000 kids voted on this year's cover design. The CD features 16 songs from today's most popular recording artists including Justin Timberlake, Carrie Underwood, Alicia Keys and Ashlee Simpson. It also includes up and coming acts like Danity Kane and the stars of Nickelodeon's latest live-action hit: The Naked Brothers Band.

Included with the in-store Nickelodeon's Kids' Choice Awards displays and among Wal-Mart DVD movie selections will be exclusive DVD movie 2-packs for only $9.44. These include the Nickelodeon Kids' Choice Awards "Winner's Collection" bundled with top kid movie favorites such as the Drake & Josh Go Hollywood DVD, the first television movie event based on the top-rated tween series, and the DVD of the hit theatrical film The SpongeBob SquarePants Movie. A wide range of Nickelodeon branded toys will also be featured prominently on in-store displays.

For movie fans who like to share their vote with friends, Wal-Mart and Nickelodeon have created a promotional web site (http://www.nick.com/walmart ) where kids can vote for their favorite movie DVD. Wal-Mart character elves, Wally and Marty, also "host" the site and bring the fun of these selections to life, by showing visitors how to vote on their favorite DVD movie and share their vote with friends. Kids and parents can also see how other kids around the country are voting on their favorite DVD, minute by minute. The "favorite DVD" will be unveiled online on http://www.nick.com/walmart on March 31.

Shoppers can find more information about voting for favorite movies on the site, including the consolidated collection of toys, movies, video games and music on Nickelodeon's Kids' Choice Awards in-store displays.*

Nickelodeon's 20th Annual Kids' Choice Awards takes place on Saturday, March 31 (8-9:30 p.m. ET/PT), and will honor kids' favorites from the worlds of film, music, sports and television in a star-studded live, milestone telecast (tape delayed for West Coast) from UCLA's Pauley Pavilion. Nickelodeon's no-holds-barred kudos/mess-fest will mark two decades monumentally by breaking the slime barrier. True to tradition, kids will rule and stars will rejoice with them. Singer/actor/two-time Best Burp Award winner and 2007 Nickelodeon Kids' Choice Awards nominee, Justin Timberlake, will serve as the host of this year's awards show.

Nickelodeon's Annual Kids' Choice Awards is one of the network's highest rated events of the year. Last year's event earned top honors as the highest- rated Kids' Choice Awards with kids 6-11 and total viewers ever, garnering a record 5.9 million persons 2+ and 27 million votes.

(*Displays are available at 1,963 stores. Exclusive product offers are available at all stores and at http://www.walmart.com/ .)

About Wal-Mart Stores, Inc.

Every week, more than 127 million customers visit Wal-Mart Stores, Supercenters, Neighborhood Markets, and Sam's Club locations across America or log on to its online store at http://www.walmart.com . The company and its Foundation are committed to a philosophy of giving back locally. Wal-Mart is proud to support the causes that are important to customers and associates right in their own neighborhoods, and last year gave more than $245 million to local communities in the United States. To learn more, visit http://www.walmartfacts.com/ , http://www.walmartstores.com/ , or http://www.walmartfoundation.org/ .

About SONY BMG MUSIC ENTERTAINMENT

SONY BMG MUSIC ENTERTAINMENT is a global recorded music joint venture with a roster of current artists that includes a broad array of both local artists and international superstars, as well as a vast catalog that comprises some of the most important recordings in history. SONY BMG MUSIC ENTERTAINMENT is 50% owned by Bertelsmann A.G. and 50% owned by Sony Corporation of America.

About Nick Records

Nick Records is a kids and tween focused music partnership between Nickelodeon and the Sony BMG Strategic Marketing. The Nick Records label focuses on showcasing emerging young artists as well as established talent from the network, through soundtracks based on its hit shows and compilations. Nick Records' niche is delivering quality music for kids. All of Nick Records releases have been leaders on the Billboard kid's music charts -- with major hits including, Dora's Dance Fiesta!, and SpongeBob SquarePants' The Yellow Album.

About Nickelodeon

Nickelodeon, in its 28th year, is the number-one 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 almost 92 million households and has been the number-one-rated basic cable network for almost 12 consecutive years. Nickelodeon and all related titles, characters and logos are trademarks of Viacom Inc. .