BENTONVILLE, Ark. -- Wal-Mart Stores here tied into the direct-to-video "Rugrats: Discover America" release from Paramount Home Entertainment, Hollywood, earlier this month with a multifaceted "retailtainment" event held chainwide. The mass merchandiser co-partnered with New York-based Nickelodeon on the May 6 in-store premiere, which drew an estimated 126,000 children into 2,531 stores. "Rugrats: Discover America" spins a tale of how relatives of the animated Rugrats children travel around ...

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