The deal will see the firm launch an extended line of SpongeBob SquarePants pet accessories including dog toys and bowls, collars, beds, apparel and ornaments.
The range is set to roll out across 33 European territories including the UK, France, Germany, Italy, Netherlands and Spain.
The deal is part of a renewal which builds on a three-year relationship between NVCP and Penn Plax and runs until the end of 2009. The renewal deal will also cover pre-school properties, Go, Diego, Go! And Dora the Explorer.
Examples of products across all three titles include fish tanks, aquarium accessories, aquarium decoration kits and ornaments, cat furniture and small animal modules.
Jean-Philippe Randisi, VP and MD of NVCP for Europe, Near East and Africa, Canada and Latin America, said: “The opportunity to diversify into per care licensing is an especially promising development given that the pet industry in the UK alone is worth more than £3 billion a year.
Gerry Brostek, COO for Penn Plax said: “We have worked on partnerships within the kids aminated character field for over 25 years. We are delighted to have extended our deal with NVCP across their three most popular characters. The deal extends our reach into 18 new territories for Nickelodeon licensed products.”