Nickelodeon, Ikea, Qoo team up

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[Singapore] In a branded entertainment program that could go global, Viacom's Nickelodeon is partnering in Asia with Ikea and Coca-Cola Co. juice brand Qoo to create "Nick Takes Over Your Room," in which four Singaporean kids host their own TV specials on Nickelodeon from their bedrooms, starting Sept. 7. The bedrooms will be redecorated with Ikea furniture plus Qoo and Nickelodeon merchandise. As host, the kids choose their favorite shows to air and interview friends on TV. Besides sponsorship, the deal includes print ads, promotional spots on Ikea's in-store TV monitors and point-of-purchase and displays at stores where Qoo is sold. The two-hour, four-part series will also air in Malaysia, Indonesia, South Korea and New Zealand. Nickelodeon hopes to expand the series: "We definitely hope to replicate it in Asia [and] our Europe, Latin America and U.S. counterparts are very interested in replicating it in their markets," said Lucy Young, the channel's VP, marketing & communications, Asia-Pacific in Singapore.
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