Jakks soaks up new master toy deal

SpongeBob Squarepants added to portfolio following agreement at American International Fall Toy Show.
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Nickelodeon and Viacom Consumer Products has secured a deal with Jakks Pacific for SpongeBob Squarepants.

Jakks has scooped a domestic master toy licensing agreement and will create toys and related products based on the animated series. The programme will kick off with a line of collectible micro figures and plush products, while the deal also covers playsets, pre-school toys, youth electronics, water toys and novelty items. First products will hit shelves in 2008.

“As we prepare to celebrate the tenth anniversary of everyone’s favourite animated character, SpongeBob Squarepants, Jakks is the perfect partner to bring new innovation to our toys,” said Leigh Anne Brodsky, president of NVCP. “Jakks has been developing creative product lines for Nickelodeon for many years and we’re excited to add SpongeBob.”

Stephen Berman, president and COO at Jakks, added: “Jakks has extensive experience in the plush and collectible figures arena and we know that SpongeBob is the ultimate property to launch a major programme around.”

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