Tuesday, February 20, 2018
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Alpha Group Named SpongeBob SquarePants Master Toy Partner


The Alpha Group has been appointed as the global master toy partner for Nickelodeon’s hit animated series SpongeBob SquarePants.

The brand-new product line will include toys, collectibles, plush and novelties. It is expected to debut worldwide in 2019.

The series, which premiered on Nickelodeon in July 1999, has been the most-watched animated program for more than 15 consecutive years and is seen in 208-plus countries. It has been translated into more than 55 languages.

“It’s an honor 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,” said Brehan Maul, the VP of marketing at The Alpha Group. “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.”

“SpongeBob SquarePants is a timeless, iconic character whose humor and optimism resonates with fans of all ages around the world,” said Jon Roman, the senior VP of toys at Nickelodeon. “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.”

About Sara Alessi

Sara Alessi is the associate editor of World Screen. She can be reached at salessi@worldscreen.com.


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