Nickelodeon & Viacom Consumer Products has inked a significant deal with Dutch sports and entertainment company, Upper Deck.
The agreement will see the firm create Spongebob Squarepants-branded Spongi - a new type of paste which can be bounced, stretched and moulded to create any shape and can be preserved by air drying.
The pan-European deal covers Benelux, France, Germany, Austria, Switzerland, Iberia and the UK, with the product launching in the autumn.
Upper Deck launched its generic Spongi product across Europe in autumn 2009; since launch it has sold 500,000 units and gained a market share of eight per cent in Italy. The company has grown from its roots as a trading card specialist to become a licensee across toy, games and collectibles categories.