Viacom International Media announced new consumer products deals as well as a terrestrial content deal for the Nickelodeon brand in Russia.
VIMN has secured consumer products deals for SpongeBob SquarePants in Russia. Partners include C-Trade (plush), OOO Cotton Club (personal care products), TD Eldorado (apparel), C-Trade (outdoor and sporting items) and Academy (stationary), which will hit shelves this summer. All products will be available across Russia in major retailers including Metro, Auchan, Korablik and Real.
In addition, Russian network TNT acquired 250 hours of animated and live-action programming from Nickelodeon, including “SpongeBob SquarePants,” “The Adventures of Jimmy Neutron,” “iCarly,” “Big Time Rush” and “The Troop.” All content will be localized for Russian audiences and included in a Nickelodeon branded block on TNT.
“Russian kids and families have taken Nickelodeon and properties such as SpongeBob SquarePants to their hearts and we are therefore delighted to bring our high quality animation and live-action content to viewers on both terrestrial and pay-TV platforms and to broaden our consumer products offering,” says Nicholas Walters, senior director and country manager for Russia in emerging markets at VIMN. “Our aim is to ensure we provide Nickelodeon fans in Russia with access to their favorite brand and properties whenever, wherever and however they want and we are actively exploring other new opportunities to do this across all media platforms."