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What’s Hot: Dora the Explorer


After five years, Dora the Explorer continues to be one of the most popular properties out there in the world of toys. Last year, Dora was named the No. 1 licensed toy property, according to Nickelodeon executives, and she has the No. 1 Q score of regularly scheduled programming among moms and of kids ages 2 to 5. She had the No. 2 Q score of cartoon characters among moms of kids ages 2 to 5.

A Q score is an industry standard created 40 years ago by Manhasset, N.Y.-based company Marketing Evaluations Inc. It measures familiarity and appeal of performers, characters, sports and sports personalities, broadcast and cable programs as well as company and brand names.

“[Dora’s] success is based on the fact that kids…relate to her and want to be her friend,” said Leigh Anne Brodsky, president of Nickelodeon & Viacom Consumer Products.

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