Viacom Nickelodeon Consumer Products has announced the launch of its first branded ecommerce websites, SpongeBobShop.com and MTVshop.com.

Both websites are part of VNCP’s forthcoming suite of online shops featuring products dedicated to Viacom’s characters and brands. In addition to the ecommerce websites, VNCP plans to open brick-and-mortar pop-up shops for their characters and brands as well. The first-ever Nickelodeon Holiday Shop opened Nov. 16 in Los Angeles, Calif.

“The vision for our ecommerce websites and pop-up retail spaces are to create unique, one-stop-shop destinations for fans in search of exciting and hard-to-find products,” says Pam Kaufman, president, VNCP. “VNCP’s strategy is to serve consumers across all ages, and our direct-to-consumer business furthers our ability to directly connect with fans and deliver the best selection of product.”

To oversee VNCP’s direct-to-consumer efforts, the division also announced it has hired Aaron Cunningham as vice president, direct-to-consumer. Cunningham joins VNCP with 13 years of ecommerce experience at top retailers, including Amazon, Walmart, Nordstrom and Macy’s.

In his new role, Cunningham will spearhead product sourcing and merchandising for each property website, as well as marketing, user acquisition and developing VNCP’s pipeline of future sites and brick-and-mortar pop-ups.

SpongeBobshop.com and MTVshop.com feature a mix of exclusive items, limited-edition collaborations and products sourced from VNCP’s licensing partners. The product assortment for both SpongeBobshop.com and MTVshop.com will also include personalized and print-on-demand items not found anywhere else. This direct channel to fans will also inform future product assortments, as visitors of the websites will be encouraged to share their feedback on desired products.

Both SpongeBobshop.com and MTVshop.com are now live in the U.S.