New Initiative to Spark 'Real' Adventure is Launched by Dora and UK and Hollywood Celebrities

LONDON, October 6, 2010 - Nickelodeon's global cartoon heroine - Dora the Explorer - celebrates 10
years on air this month and is inviting people to take their own adventures
by applying for funding from Dora's Beyond the Backpack Foundation at
www.dorabeyondthebackpackfoundation.org.

The Foundation has been set up to encourage Brits to have new adventures
in their everyday lives - big or small.

Applications will be judged by 'adventure experts' including David De
Rothschild (who recently completed the Plastiki mission) and Ed Stafford (who
recently walked the Amazon).

Once a nation of explorers who voyaged across oceans discovering new
worlds, 65% of British parents today blame the emergence of modern technology
for kids lacking a sense for 'real' adventure.

Modern day youth would much rather live adventures through television or
computer games, with parents being hassled for games consoles (33%) and
laptops (27%) over tents, which came last on Generation Z's wish list (6%).

While 21% of their parents once set up a tent and camped outside, less
than one in ten (7%) of children today have slept under the night sky.

Jade Jagger and guitar legend Slash are among a glittering list of
celebrities and Hollywood stars to design unique backpacks to raise cash for
UNICEF.

"A sense of adventure was instilled in me from my mum at an early age,"
said designer, Jade Jagger. "My two girls and I love discovering new places
and finding fun ways, big or small, to challenge ourselves. I think it's
great that the Foundation's been set up to help everyone embrace their sense
of adventure."

Hollywood A-listers Eva Longoria-Parker, Salma Hayek-Pinault and Jessica
Alba as well as supermodel Heidi Klum have created and signed nine bespoke
limited edition backpacks featuring Dora the Explorer.

All funds raised will go to UNICEF with the backpacks now up for auction
on eBay. Bids close on Saturday, October 9th at 7pm.

Other stars to have designed Dora The Explorer bags are singers Shakira
and Sheryl Crow, plus hunky Hollywood actor Matthew McConaughey and his
Brazilian lingerie model girlfriend Camila Alves.

The one-off bags include a range of glamorous materials and this season's
trends, including Swarovski crystals, studs and metallic leather.

To bid for the designer bags and to be in with a chance of having your
adventurous dreams realised visit:
www.dorabeyondthebackpackfoundation.org

For images please contact Fiona Fiona at frankpr.it; +44(0)207-693-6959