APPAREL MONTH: Nick eyes further Spongebob growth

Samantha Loveday

By Samantha Loveday

February 19th 2010 at 10:39AM
APPAREL MONTH: Nick eyes further Spongebob growth

Extended retail distribution and high-end collection on the cards for popular brand.

Already a strong performer within apparel, Nickelodeon & Viacom Consumer Products is now aiming to grow Spongebob Squarepants’ presence in the category even further – with the firm eyeing up extended retail distribution for existing lines, plus the creation of a new high-end collection.

NVCP believes that Spongebob is unique in the licensed apparel market, as it has seen success across both men and women, and into children’s ranges. Key licensees are Smith & Brooks, BCI and Aykroyds/TDP, with product appearing in retailers including Next, ASDA, Tesco, Marks & Spencer, New Look, Littlewoods, Dunnes, Mackays and Topman.

“Spongebob has such wide appeal and attracts a wide audience,” John Vasta, Nickelodeon’s UK licensing director, explained to, “which means apparel designs are currently selling strongly through all four sectors: men/women, girls/boys. It’s one of the few brands that can claim this.”

The NVCP team is now looking to further build on this success by growing the retail distribution of the existing lines going forward, as well as taking advantage of a bank of new artwork coming through.

NVCP is also exploring potential partnerships for a high-end apparel collection, called ‘Spongebob by Spongebob’, to extend the credibility of the brand in the long-term.