MAM
Nick US’ whirlwind tour for ‘Dora the Explorer’, targets ethnic viewer
MUMBAI: In a bid to extend its appeal further to the ethnic viewer in the US, Nickelodeon US has announced a travel exhibit La Casa de Dora.
The 10-city mall tour will allow American kids to experience first-hand the interactive, bilingual home of Dora The Explorer which claims to be the number-one preschool show on commercial television. La Casa de Dora started a couple of days ago and will travel to Chicago, Dallas, Houston, Los Angeles, Miami, New York among other cities. The free, interactive exhibit, will stop at a mall in each city on the weekends from February to May
Nickelodeon Television president Cyma Zarghami said, “Preschoolers have embraced Dora’s adventurous, helpful spirit and pride in her Latin culture. We are thrilled to have created a world where they can experience it firsthand. We designed Dora’s casa with full attention to detail. Families can spend hours being explorers themselves.”
Created to embrace Latin culture and allow preschoolers to experience Dora’s home La Casa de Dora is a 2,000 square-foot, Latin american-inspired exhibit with a terracotta tiled roof house with several rooms and a courtyard. Each section of La Casa de Dora contains play and problem-solving activities with bilingual elements. Dora fans can enjoy lenticular family portraits and photo albums with bilingual elements. In the backyard, preschoolers can enjoy Latin music, computer games from NickJr.com, an interactive dance mat and the Dora costumed character.
Dora’s popularity with parents and preschoolers and the property’s commitment to the Latin community has attracted the attention of many blue-chip marketers that have chosen to partner with Nickelodeon on La Casa deDora. They include The Dodge Grand Caravan, General Mills’ Kix and Procter & Gamble’s Pampers and Bounty.
Additionally, NickJr.com will launch a La Casa de Dora microsite for preschoolers and parents later this month. The site will have games with bilingual elements that reflect the cultural and educational activities of the exhibit. The site extends the experience of the exhibit for both those who toured the house and for those who could not see it in person. Nick Jr. Family Magazine will produce a custom publication La Casita, which will be distributed to families at each La Casa de Dora location.
Brands
Malaika Arora launches Maejoy accessories brand with Myntra partnership
New label debuts with 250 plus handbags and lab grown diamond jewellery.
MUMBAI: When style meets sparkle, a new brand is ready to take centre stage. Actor and entrepreneur Malaika Arora has launched a lifestyle accessories label called Maejoy, developed in collaboration with Exceed Entertainment and Myntra Jabong India Private Limited (MJIPL), the B2B wholesale arm of Myntra. The brand enters the market with a debut collection of more than 250 styles spanning handbags and lab grown diamond jewellery, two categories that continue to define everyday personal style for modern consumers.
The handbag lineup includes crossbody bags, structured shoulder bags, bucket bags, totes, backpacks, clutches and workwear inspired designs. The pieces are crafted using materials such as synthetic leather, raffia, braids, satin, rhinestones and metallic finishes.
Alongside the bags, Maejoy has introduced a jewellery range featuring lab grown diamond rings, earrings, pendants, bracelets and tennis bracelets. The pieces are set in 925 sterling silver bases with gold, silver and rose gold tones, and include diamonds certified by IGI and GCI.
Positioned as a premium yet accessible accessories label, Maejoy is built around the philosophy “The Joy of Being Me”, aiming to blend aspirational fashion with everyday usability. The brand’s positioning centres on three pillars: authenticity, empowerment and accessibility.
Arora described the venture as a natural extension of her long association with fashion and personal style.
“Maejoy is a labour of love. Throughout my career, whether on screen, in business or through personal style, I have always believed fashion should feel empowering yet effortless. The Joy of Being Me celebrates individuality while making global fashion trends more accessible,” she said.
MJIPL, CXO and head of house of brands Suman Saha said the brand brings together Arora’s style perspective with a strong opportunity in the accessible premium accessories segment.
“Maejoy combines Malaika Arora’s distinctive style sensibility with fashion forward designs that we believe will resonate strongly with consumers looking for elevated yet wearable accessories,” he said.
Exceed Entertainment CEO Afsar Zaidi added that building celebrity led brands requires balancing authenticity with market viability.
“Malaika commands respect both as a fashion icon and a businesswoman. Bringing her creative vision together with Myntra’s brand building expertise creates a strong foundation for Maejoy,” he said.
The collection is available exclusively on Myntra through its website and mobile app, making the brand accessible to millions of shoppers across India as it steps into the competitive lifestyle accessories space.
