BLE 2011: Nickelodeon signs new agreement with Asda's George

First direct-to-retail deal for kids TV group.
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Nickelodeon Consumer Products UK has announced its first direct-to-retail arrangement with Asda/George.

The multi-character deal grants George the licence to produce collections featuring Nickelodeon characters including Spongebob Squarepants and Dora the Explorer; tween and teen properties Victorious & Big Time Rush; and Nickelodeon's newest addition for boys, Teenage Mutant Ninja Turtles.

"We are delighted to be working with George on developing this clothing range, which will feature much loved and iconic properties such as Spongebob, Dora and Victorious," said Mark Kingston, vice president, UK & Australia and pan-European retail development at NCP. "George is a market leading affordable fashion label and an excellent partner for Nickelodeon."

George brand director Fiona Lambert added: "George is number one for kidswear in volume and our range of character clothes play a huge part in that. Customers know they can come into store, or online, and be able to choose from a large selection of characters they love at a great price thanks to our strong licence deals."

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