BUSINESS: dba Visionworks Partners With Nickelodeon’s ‘PAW Patrol’ to Promote Back-To-School Eye Exams By dba Staff Thursday, July 6, 2017 12:10 AM SAN ANTONIO—Visionworks announced its multi-faceted partnership with Viacom’s Nickelodeon and TV Land brands on a nationwide program to encourage back-to-school eye exams. The program, which runs through Sept. 3, features characters from TV’s top preschool series, PAW Patrol as well as TV Land social influencers, The Texting Yoga Pants mom. At participating locations, Visionworks is offering a free gift to children who have completed their annual eye exam which includes a PAW Patrol activity sheet, crayons, stickers and a character mask while supplies last. “We’re passionate about offering our youngest customers a positive experience at the eye doctor,” said Jim Eisen, president and CEO of HVHC Inc., and president of Visionworks. “Showing kids that an eye exam isn’t scary was top-of-mind for us when we teamed up with Nickelodeon. It’s exciting to put the spotlight on the issue of eye health for kids in such a lighthearted and engaging way.” Additionally, Visionworks is debuting its first-ever kids’ line of PAW Patrol frames designed and distributed by Nouveau Eyewear exclusively for back-to-school 2017. They will be available online and at participating retail locations nationwide beginning in July. “We are thrilled to embark on a partnership with Visionworks to educate families about the importance of annual eye exams,” said Sharon Cohen, executive vice president, partner marketing, Nickelodeon Group. “The PAW Patrol pups can-do attitude makes them the perfect ambassadors to introduce kids to the eye exams, making the process fun and engaging, while instilling confidence in their frame choices.”"TV Land is excited to extend the Texting Yoga Pants franchise to Nickelodeon to support a partnership with a cause," added Eli Litt, vice president, integrated marketing, Viacom Velocity. "We’re excited to have these talented and relatable moms lend their unique voice to the campaign."The pups from PAW Patrol will be touting the importance of a back-to-school eye exam at Visionworks from June through September 3. Those interested in learning more about the partnership with the moms of The Texting Yoga Pants or PAW Patrol activities should visit www.visionworks.com/pawpatrol or the company’s social media pages for up-to-date details.The partnership will be supported across Nickelodeon and TV Land’s platforms, including linear, digital and social. The custom co-branded spot featuring The Texting Yoga Pants and the PAW Patrol pups will air across Nickelodeon, Nick Jr. and TV Land, with additional video content available on Nick.com and TVLand.com, the company said.