Nickelodeon UK has teamed up with iD Experiential to take SpongeBob SquarePants and Dora the Explorer on a shopping centre tour across the UK during July and August 2010.

The campaign, aimed at children aged 3-10 and their parents, will include a chance to meet with SpongeBob and Dora the Explorer, activities, daily giveaways and dedicated event photographers capturing children meeting their favourite characters. Consumers will be able to download their photographs from the Nickelodeon website after the event, completely free of charge.

Nickelodeon UK events manager, Gill Woods, says: “I am delighted to be working with iD Experiential to build on the success of last year's shopping centre tour and develop a bigger and better offering, reaching significantly greater numbers of families for 2010.”

Nickelodeon is partnering with major retail group, Capital Shopping Centres Group PLC (who will host five venues), Manchester Arndale and Meadowhall in Sheffield to host activity areas at locations across the UK.

Parents will be handed voucher booklets driving them to local Virgin Media, Argos, Game, HMV and WH Smith retailers where they will receive discounts on a range of Nickelodeon products.

The tour will be supported by on-air promotions across the Nickelodeon network and regional shopping centre marketing and PR activity in the run up to the tour.

Andy Goodhand, Nickelodeon UK’s SVP strategy and planning director says: “I am delighted that we've been able to build on the success of last year's shopping centre tour and develop a bigger and better offering reaching significantly greater numbers of families for 2010. As a multi platform broadcaster, we're always seeking ways to provide audiences with opportunities to interact with our much-loved characters.”

The seven shopping centre locations are Lakeside (Thurrock, Essex), Braehead (Renfrew, Glasgow), Metrocentre (Gateshead), Manchester Arndale (Manchester), Victoria Centre (Nottingham), Meadowhall Centre (Sheffield) and The Harlequin (Watford).