Nickelodeon Consumer Products U.K. signed its first ever U.K. direct-to-retail deal with leading U.K. supermarket chain Asda/George. The multi-character deal grants George the license to produce collections featuring Nickelodeon properties including SpongeBob SquarePants, Dora the Explorer, Victorious, Big Time Rush and Teenage Mutant Ninja Turtles.

The first lines will roll out across George stores nationwide and on George.com from Spring 2012 and feature SpongeBob SquarePants and Victorious. Other character clothes will follow in 2012.

“We are delighted to be working with George on developing this clothing range, which will feature much loved and iconic properties such as SpongeBob, Dora and Victorious,” says Mark Kingston, vice president, U.K. and Australia, and Pan-European retail development, NCP. “George is a market leading  affordable fashion label and an excellent partner for Nickelodeon.”

“George is number one for kids wear in volume and our range of character clothes plays a huge part in that,” says Fiona Lambert brand director for George. “Customers know they can come into store, or online, and be able to choose from a large selection of characters they love at a great price thanks to our strong license deals."

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