A wave of new deals have been signed by Nickelodeon Consumer Products International for the SpongeBob SquarePants brand.

C-Trade will distribute a variety of sports equipment and accessories across states from Armenia to Uzbekistan via Azerbaijan, Belarus, Georgia, Kazakhstan, Kyrgyzstan, Moldova, Russia, Moldova, Russia, Tajikistan, Turkmenistan and Ukraine. Aimed at children from five years and up, the ranges will be sold in retailers including Auchan, Metro, Real, Detskii Mir, Dochki Sinochki, Korablik and Deti.

In Turkey and Northern Cyprus, meanwhile, Nick has renewed its deal with Unilever for toothpaste. Retailers signed up for the product include Tansas, Migros, Carrefour, Real and Metro.

And covering Poland, Estonia, Latvia and Lithuania, licensee Pentra has signed SpongeBob SquarePants for a range of bags and backpacks, badges and charms, and mobile cases plus clocks, lamps, mugs and stationery.