Program to include Co-Branded Video Featuring TV Land’s The Texting Yoga Pants and PAW Patrol Pups

June 21, 2017

This summer, Visionworks is embarking on a multi-faceted partnership with Viacom’s Nickelodeon and TV Land brands on a nationwide program that features characters from TV’s top preschool series, PAW Patrol, and TV Land social influencers, The Texting Yoga Pants moms. Through September 3, the promotion aims to encourage parents to make an eye exam part of their back-to-school checklist.

At participating locations, Visionworks is offering children who have completed their annual eye exam a free gift, which includes a PAW Patrol activity sheet, crayons, stickers and a character mask, while supplies last. In addition, the eyewear retailer is unveiling its first-ever kids’ line of PAW Patrol frames designed and distributed by Nouveau Eyewear exclusively for back-to-school ‘17, available online and at participating retail locations nationwide, beginning this July.

“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!”

“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.”

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 and

"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 or the company’s social media pages for up-to-date details.

At its 748 locations nationwide, Visionworks maintains a wide assortment of eyewear for children, which offer kid-friendly features, including UV-treated lenses, polycarbonate impact-resistant lenses and flexible frames.

About TV Land

TV Land is the programming destination for consumers in their 30s and 40s, with hit original series and acquisitions on-air, on and on the TV Land app.

About Nickelodeon

Nickelodeon, now in its 38th year, is the number-one entertainment brand for kids. It has built a diverse, global business by putting kids first in everything it does. The company includes television programming and production in the United States and around the world, plus consumer products, digital, recreation, books and feature films. Nickelodeon’s U.S. television network is seen in more than 90 million households and has been the number-one-rated kids’ basic cable network for 22 consecutive years. For more information or artwork, visit Nickelodeon and all related titles, characters and logos are trademarks of Viacom Inc. (NASDAQ: VIA, VIAB).

About Visionworks

Visionworks is a leading provider of eye care services with more than 700 optical retail stores in 41 states and the District of Columbia. Visionworks is committed to providing our customers with an excellent shopping experience and high quality products and services with the best value and selection in the industry. All of our stores offer famous fashion brands and our own exclusive brand frames, lenses, sunglasses and accessories along with leading technology in vision correction. Our comprehensive service offerings include contact lens dispensing, in-store labs which provide one-hour service on many prescriptions at many locations and doctors of optometry at or next to every store. Visionworks also sells contact lenses online at Visionworks is a wholly owned subsidiary of HVHC, Inc. For more information about Visionworks, visit