The first fashion lines from Nickelodeon Consumer Products EMEA new Spongebob by Spongebob brand are hitting retail following pan-European, French and German deals being struck.
Spongebob by Spongebob takes the brand and uses its essence in a range of fashion-influenced designs for teens and adults. Traditional consumer products take creative direction directly from the animated series.
Licensees have freely interpreted the style guide for their collections, with product reflecting current fashion trends and themes. Categories covered by the new deals include t-shirts, vests, hoodies, combats, nightwear, underwear and bags.
"Spongebob by Spongebob products are geared to older fans of Spongebob, taking a fresh creative approach that departs from our TV-based product line, featuring fashionable and edgy interpretations of Spongebob," explained Leigh Anne Brodsky, president of NVCP.
In Italy, Fashion and Building has launched a top-end apparel line including t-shirts, polos, sweatshirts and hoodies. Meanwhile, NCP in France has signed with Paris-based fashion and accessories supplier Corner and Alpa's Paris-based supplier R-Town for a high-end luggage range.
Finally, in Germany, Giesswein Iberica has signed the brand for a range of Wellington boots and slippers, with the deal running through to spring 2012. The wellies will be sold across Europe in countries including the UK, Germany, Switzerland, Austria, France, Italy and Benelux.