MUMBAI: Kids brand Nickelodeon is going from strength to strength in the US. It has announced an agreement with BMG Strategic Marketing Group.

Through the alliance Nick is looking to boost its presence in the music business and create a major music brand for kids and tweens featuring talent from the network, soundtrack music based on its hit shows and compilations.

For BMG, the strategic partnership is one that clearly supplements the core strengths of the company's creativity and promotional acumen. The BMG Strategic Marketing Group specialises in new business growth opportunities and the continued formation of Nick Records is a significant step in that direction.

Yesterday 28 September an album based on the pre-school show Dora the Explorer was released. The album has songs like We Did It! and The Map Song along with two new tracks Fairytale Land and Magic Music Box..

The second release, Rugrats Holiday Classics!, will bow on 12 October. The Rugrats singing favourite holiday songs.

An important component of the new Nick Records label will be to produce albums marketed to tweens and fill a void in the marketplace for music for kids in the 9-14 age bracket. The product will include both music compilations from contemporary artists as well as original music and performances by popular Nickelodeon stars.