Nickelodeon Consumer Products has tapped Russian multimedia organization Riki Group to serve as its exclusive licensing agency in the Russias and CIS market.

The agreement, which is effective immediately, marks a move from a traditional licensing agreement to a master licensee representation for Viacom in Russia and covers Nickelodeon and MTV adult brand properties.

As part of a wider, long-term partnership between the two companies, the appointment follows MTV’s  recent acquisition of channel distribution, digital media and program sales rights for Kikoriki, known in Russia as Smeshariki, across Central and Eastern Europe (excluding Russia), the Middle East, Africa and the Asia Pacific region (excluding Greater China).

Riki Group will now broker licensing deals for all VIMN properties in RCIS, including SpongeBob SquarePants, Dora the Explorer, iCarly and Avatar. Products currently available in the market include plush toys, accessories, apparel and stationery.

Before the partnership with Riki Group, VIMN’s properties were represented in the region by Plus Licens, which will continue to grow Nickelodeon’s consumer products business in territories across other CEE and Nordic markets.