MOTT'S, NICKELODEON RING IN KIDS' PHONE CARD

JUDY CORCORAN

NEW YORK -- Nickelodeon Magazine and Mott's USA have joined in a promotion that brings the latest in interactive telephone technology to kids.

From August to October, children will have the chance to get 10 minutes of free telephone calling time with the Nickelodeon Magazine's Kid's Calling Card. The card is available through a mail-in offer on five million specially marked packages of Single-Serve Apple Sauce from Mott's, a division of Cadbury Beverages, Stamford, Conn.

Along with the phone card offer, the boxes will be flagged with a 40% discount on subscriptions to Nickelodeon Magazine. Ryan Partnership, Westport, Conn., developed the promotion.

In support of the program, Mott's is dropping a full-page freestanding insert to 26 million households in September through local newspapers. The mailing will include cents-off coupons, the phone card offer and the subscription discount. In addition, Mott's will run a full-page ad in Nickelodeon Magazine. "We're thrilled to partner with Mott's to enable kids to connect by phone," said Lynn Lehmkuhl, publisher of Nickelodeon Magazine. "The magazine and calling cards have a natural connection -- both are hot, interactive and friendly."

"Prepaid phone cards are one of the hottest collectible items today because of the technology's universal appeal and high perceived value of the product," said Rosemary Grabowski, product manager of Mott's. "The tie-in between Mott's and Nickelodeon Magazine is perfect due to the high quality reputation of both partners." The cards allow 10 minutes of free calling time and are valid anywhere in the 50 states, Puerto Rico and the U.S. Virgin Islands. Operator assistance is available 24 hours a day, seven days a week.