Paramount Global has announced that its U.K. Consumer Products division has partnered with Unhidden, a British adaptive apparel company that provides stylish clothing which has been universally designed for both disabled and non-disabled people. The new partnership will see London-based Unhidden launch two new and exclusive clothing ranges for children, inspired by the Nickelodeon animated series, SpongeBob SquarePants and PAW Patrol, created by Spin Master Entertainment. 

“Partnerships like these provide not only a platform for independent brands working in social-impact spaces but shows the consumers that inclusive design is a priority and that they will begin to be included more and more,” says Victoria Jenkins, founder, Unhidden Clothing. “For me personally, as a disabled entrepreneur this partnership is allowing me to be a role model for my community and makes Unhidden one of the first adaptive brands to ever have a partnership like this in the U.K. or globally.” 

“We are absolutely thrilled to be partnering with a truly inspiring and inclusive clothing brand like Unhidden,” says Venetia Davie, vice president, consumer products, U.K. and Ireland at Paramount. “SpongeBob SquarePants and PAW Patrol are two of the most-beloved children’s programs on the planet and we can’t wait to see these characters help broaden the scope of stylish adaptive clothing for children in a category that has been under-serviced for quite some time.” 

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The new partnership will support Paramount’s commitment to diversity, equity and inclusion by reaching new spaces and consumers who desire more appealing and exciting adaptive clothing.  

The new range of PAW Patrol-themed adaptive wear will be Unhidden’s first capsule collection for children and will be available for purchase on the company’s website from early December. The SpongeBob SquarePants-inspired range will subsequently be launched next winter. 

Paramount is exhibiting at Brand Licensing Europe 2022. Find out more info here.