SpongeBob Ventures From Sea To Shelves

Licensing International Expo exhibitor Nickelodeon and Viacom Consumer Products (Booth#1822) has signed a multi-product licensing deal with pet products manufacturer Penn Plax to launch an extended line of SpongeBob SquarePants pet accessories. The range —including dog toys and bowls, cat and dog collars, beds, apparel and ornaments — will roll out across 33 European territories including France, Germany, Italy, Netherlands, Spain and the U.K. beginning in 2009.

The deal is part of a renewal that builds on a three-year relationship between Nickelodeon and Viacom, and Penn Plax and runs until Dec. 31, 2009. In addition to SpongeBob SquarePants, the renewal deal covers Nickelodeon preschool properties, Dora the Explorer and Go, Diego, Go! products across all three titles include fish tanks, aquarium accessories, aquarium decoration kits and ornaments, cat furniture and small animal modules.

“2009 will be an incredibly exciting year for SpongeBob SquarePants and this deal is testament to Penn Plax’s ability to create exciting, innovative products which perfectly represent the breadth of this iconic character’s appeal,” says Jean-Philippe Randisi, senior vice president and managing editor, NVCP for Europe, Near East and Africa, Canada and Latin America. “The opportunity to diversify into pet care licensing is an especially promising development given that the pet industry in the U.K. alone is worth more than £3 billion (US$4.6 billion) a year.”