Nickelodeon Consumer Products UK has signed its first direct-to-retail deal with UK supermarket chain ASDA/George that will involve an affordable apparel range.
The multi-character deal grants George the license to produce collections featuring Nickelodeon properties including SpongeBob SquarePants and Dora the Explorer, tween and teen properties Victorious (pictured) and Big Time Rush, and the boy-skewing Teenage Mutant Ninja Turtles.
The first lines will roll out across George stores nationwide and on George.com from spring 2012 and will feature SpongeBob SquarePants and Victorious. Other character clothes will follow throughout 2012.
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