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 |  Jul 21 2010, 8:17 PM

One of the funkiest kids’ shows on TV and Korean automaker Kia are hitting the road for a cross-country tour. Nickelodeon’s “Yo Gabba Gabba” is pairing up once again with Kia (the first time being the Super Bowl commercial collaboration that aired this year). The ad featured Yo Gabba Gabba character Muno and an assortment of toys taking a Kia Sorento out for a joy ride.

Kia is the main sponsor of Yo Gabba Gabba’s 60-city live performance tour. The idea behind the pairing is that the two brands cross-pollinate each other: fans (and their parents) of “Yo Gabba Gabba” will get exposed to the Kia line of cars, while Kia drivers and prospective buyers will be exposed to the show.

So far, the ads have proven to be a great success for Kia. “I had someone tell me – who had just gone to buy a Kia, a Sorento, believe it or not – that people are going into the Kia dealership and asking for the car that Muno drives,” said Michael Polis, CEO of Wildbrain Entertainment and executive producer of “Yo Gabba Gabba.”

For the spot dedicated to the new Sorento SUV, Kia decided to work with Yo Gabba Gabba for their first Super Bowl ad in order to make a big splash, said Michael Sprague, vice president of marketing for Kia.

The tour starts on August 27 and runs through December 12. Appearing on stage will be DJ Lance, Muno, Brobee and the rest of the Gabba gang, as well as rapper Biz Markie.

[Source: Orange County Register]