The Alpha Group LLC appointed master toy partner for SpongeBob SquarePants

Published on: 2nd February 2018

New product line will include toys, collectibles, plush, novelties and more.

The Alpha Group LLC, a subsidiary of The Alpha Group, and Nickelodeon have announced a global master toy partnership for the network’s animated series, SpongeBob SquarePants. The new product line is expected to debut worldwide in 2019.

Brehan Maul, vice president marketing, The Alpha Group LLC, commented: “It’s an honour for Alpha to partner with Nickelodeon for a new SpongeBob product line that will excite and unite a full spectrum of kids, teens and millennials. Kids all around the world have grown up with this beloved, iconic character. This is an amazing opportunity and we are planning a full range of SpongeBob collectibles, plush, novelties and playthings. Stay tuned for what’s in store.”

Jon Roman, senior vice president, toys, Nickelodeon, added: “SpongeBob SquarePants is a timeless, iconic character whose humour and optimism resonates with fans of all ages around the world. Nickelodeon is thrilled to be working with The Alpha Group on a brand-new global line of products as SpongeBob’s 20th anniversary approaches in 2019.”

In the coming months, Alpha Group will introduce a SpongeBob SquarePants product programme based on the character, who has emerged as a global pop culture icon since first premiering on Nickelodeon in July 1999. The series has been the most-watched animated programme for more than 15 consecutive years, is seen in over 208 countries, and translated into more than 55 languages.


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