SpongeBob's new brand master


Nickelodeon & Viacom Consumer Products has named Jakks Pacific as the domestic master toy licensee for its veteran hit show "SpongeBob SquarePants," which has already generated more than $6.3 billion in retail sales to date.

Jakks Pacific plans to launch the SpongeBob line with a collectible micro figure program and plush products based on the show. The agreement also covers playsets, preschool toys, youth electronics, water toys and novelty items.

Jakks' new product line is expected to launch in 2008. "As we prepare to celebrate the 10th anniversary of everyone's favorite animated character, SpongeBob SquarePants, Jakks is the perfect partner to bring new innovation to our toys," said Leigh Anne Brodsky, president of Nickelodeon & Viacom Consumer Products. "Jakks has been developing creative product lines for Nickelodeon for many years and we're excited to add SpongeBob -- a multibillion dollar brand and a consumer favorite to Jakks' Nickelodeon portfolio. We look forward to continuing SpongeBob's growth as a top toy brand."