Nick Names 'SpongeBob' Master Toy

GLOBAL–Nickelodeon has appointed The Alpha Group to serve as the worldwide master toy partner for its popular animated series “SpongeBob SquarePants.”

April 6, 2018

Nick Names 'SpongeBob' Master Toy

The Alpha Group is on board to produce a variety of toys based on the classic animated franchise.


Through the partnership, The Alpha Group will create a line of products inspired by the franchise including toys, collectibles, plush, novelties and more.

“It’s an honor for Alpha to partner with Nickelodeon for a new ‘SpongeBob’ product line that will excite and unite a full spectrum of kids, teens and Millennials,” says Brehan Maul, vice president, marketing, The Alpha Group. “Kids all around the world have grown up with this beloved, iconic character. This is an amazing opportunity and we are planning a full range of ‘SpongeBob’ collectibles, plush, novelties and playthings. Stay tuned for what’s in store.”

The “SpongeBob”-inspired products are slated to roll out across worldwide in early 2019 to coincide with the character’s 20th anniversary.

“‘SpongeBob SquarePants’ is a timeless, iconic character whose humor and optimism resonates with

fans of all ages around the world,” says Jon Roman, senior vice president, toys, Nickelodeon. “Nickelodeon is thrilled to be working with The Alpha Group on a brand-new global line of products as ‘SpongeBob’s’ 20th anniversary approaches in 2019.”

Pam Kaufman, chief marketing officer and president, consumer products, Nickelodeon, and Sijata Luther, executive vice president, consumer insights, Nickelodeon, will deliver the closing keynote address, entitled “The Story of Me – Insights into Kids Today,” at the NYC Licensing Summit, taking place Feb. 20 at the Times Square Convene Events venue in New York City.

For more information, and to register, click here.

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