Paramount has announced that its U.K. Consumer Products division has partnered with British YouTube group, Sidemen, to launch an exclusive capsule collection of co-branded apparel and accessories. The 10-piece range inspired by Nickelodeon’s animated series, “SpongeBob SquarePants,” includes T-shirts and hoodies, as well as a matching blanket and phone case. 

The capsule collection designs feature the cartoon character, SpongeBob SquarePants, combined with the SDMN lettering to create a variety of concepts. 

“We are thrilled to be working with Sidemen on this unique fashion offering,” says Venetia Davie, vice president, consumer products, U.K. and Ireland, Paramount. “SpongeBob SquarePants has a far-reaching global appeal, and our latest collaboration with Sidemen will elevate SpongeBob across the adult demographic through edgy and playful apparel and accessories.”   

 “We’re hugely excited to bring this partnership with Paramount to life,” says Matt Peters, managing director, SDMN Clothing. “It’s the biggest collab we’ve done to date with one of the most amazing franchises ever. We’re super proud of the end result and we can’t wait to see fans wearing it!”  

“Thank you to our partners at Paramount for this huge opportunity to bring SpongeBob and Sidemen together,” says Aaron O’Neill, co-founder, Arcade Media, manager, The Sidemen. “It’s a real moment for the space and we’re all so excited to see it out in the world!” 

Related:Outright Games Partners with Paramount and Nickelodeon for ‘Star Trek Prodigy: Supernova’ Video Game

The collection was launched at a pop-up store in the Design District in Greenwich, London, on Oct. 27, with an online launch on the Sidemen Clothing website, on Oct. 30. The temporary pop-up store will run until Nov. 6, while the capsule collection will continue to be available for purchase on the official Sidemen Clothing site. 

The new partnership will also be supported by a wider marketing campaign, which will see SpongeBob SquarePants takeover of the escalators at North Greenwich Tube Station in addition to T-shaped branding being displayed on 30 London buses.