Since 1979, the Nickelodeon basic cable network has positioned itself as “kids first,” with a primary audience between the ages of two and 17.

But growing up doesn’t always mean putting aside childish things. And a child born in 1979 is now at the uppermost end of the millennial audience.

Jennifer Tracy, SVP/partner marketing and creative advertising, Nickelodeon

In fact, Nickelodeon’s programming – and the advertising messages that support it – has followed millennials into adulthood. In enthusiastic support of such offerings as “Double Dare”, “Hey Arnold!”, and “Rugrats”, loyal viewers are “throwing costume parties for themselves based on these ’90s characters,” with generation-appropriate food to enhance the setting, reports Jennifer Tracy, Nickelodeon’s SVP/partner marketing and creative advertising.