With the character celebrating its tenth anniversary this year, expect more licensing deals in the non-traditional markets for Spongebob Squarepants - starting with this agreement between NVCP and Simmons Jewelry in the US.
The two companies are partnering to create a fine jewellery and watch line inspired by the Nickelodeon character.
According to World Screen, the retail collection will be led with an exclusive, 12 carat total weight, diamond encrusted Spongebob pendant, which will be auctioned for charity with proceeds to the Diamond Empowerment Fund.
The fuil collection, with items for men and women, will be available from the autumn, with prices ranging from $150 to $75,000.
"We are always looking for innovative ideas to develop fine jewelry and the Nickelodeon partnership to licence Spongebob is the perfect addition to the Simmons Jewelry Co family," said Russell Simmons, who will be launching the line in Park City, Utah during the 2009 Sundance Film Festival.
Hal Snik, senior VP of domestic licensing for NVCP, added: "Simmons has a unique ability to reinterpret iconic brands into beautifully crafted jewelry, and their work with Spongebib is going to yield an absolutely gorgeous line appealing to die-hard fans and trendsetters."