Nickelodeon has inked a global master toy partnership with The Alpha Group US, a subsidiary of China-based The Alpha Group, for its classic animated series SpongeBob SquarePants.
The toyco’s new product line will include toys, collectibles, plush and novelties, and is set to debut in 2019. The range will appeal to kids and teens, as well as to the Millennials who grew up with the show.
SpongeBob SquarePants will celebrate its 20th anniversary next year. Since its debut in July 1999, the series has been seen in more than 208 countries and has been translated into more than 55 languages.
News of the new consumer products range comes just weeks after Nickelodeon expanded its gaming presence in Europe. In January, US-based mobile game publisher GameMine announced it will bring its entire Nick gaming catalog to Swisscom, Moviestar, Orange, A1 and Vodafone mobile network subscribers across Switzerland, Spain, Austria, France, Portugal, Belgium and Poland. A crop of seven new titles—including SpongeBob: Sponge on the Run—will be available.