Those blue paw prints of Nickelodeon’s newest hit character, Blue, are turning up with two additional partners this summer and fall.
Blue, the animated star of Blue’s Clues, will find herself on the red-and-white labels of three Campbell Soup brands starting in August and she is just finishing a starring role as part of a Kids Pak at Subway restaurants.
“It’s the first time Campbell is putting an animated character on its red-and-white label,” says Pam Kaufman, vp of promotion marketing, Nickelodeon. “They’ve never talked to kids before.”
More than 18 million cans of Campbell’s alphabet soup will include Blue’s Clues games under the label. The company will also sponsor the first issue of Nick’s Blue’s Clues magazine. Campbell’s will also create Rugrats pasta shapes for its Pasta with Chicken and Broth soups.
The Subway deal tied in with the show’s first primetime special, Blue’s Birthday. The Milford, CT-based restaurant chain gave away one of four toys for five weeks. Subway supported the promo with its first national TV campaign for a Kids Pak program.
Outside of Nick stores, this is the first chance fans of the show had to get 3D toys from the show, Kaufman adds. Included with each Kids Pak is an offer for a Blue’s Clues CD-ROM demo disc from Humongous Entertainment.