SpongeBob Increases Chinese Presence

SHANGHAI/HONG KONG,
October 23: Nickelodeon & Viacom Consumer Products (NVCP) has inked a
multi-category licensing deal for China with Guangzhou
Art-land to extended products based on the hit animated series SpongeBob
SquarePants, which will make its return to China Central Television
(CCTV) in January.

The series first aired in
China on CCTV in 2006, and will return in 2009 with all-new, never-before-seen
episodes in the country. NVCP’s partnership with Guangzhou
Art-land will extend the products based on SpongeBob SquarePants into categories such as toys, apparel, footwear,
home furnishings, stationery, gifts and novelties.

“We are very excited about
SpongeBob’s return to CCTV,” said
Indra Suharjono, the senior VP and managing director for Asia, the Middle East
and global publishing at Nickelodeon & Viacom Consumer Products. “I am
confident that the audience will again connect with him and enjoy sharing in
his adventures. Our goal is to provide kids with the chance to experience their
favorite characters in all parts of their lives, and Guangzhou Art-land has
been one of key partners in achieving that. They’ve been our home-video
licensee for the last two years. With our enhanced business relationship we
will be able to grow our business in the market working in partnership with
local licensees and global partners.”

“SpongeBob SquarePants is a celebrated global
brand,” added Zhou Zhan Wen, the president of Guangzhou Art-land Human Being
Culture Communication Co. “As its multi-category licensee in China, Guangzhou Art-land Human Being Culture
Communication Co. has mapped out a series of strategies which suits the brand
for the China market. Our company will choose the appropriate business partners
through our network in the Mainland market and our past experiences. With
well-planned publicity through different platforms, the licensed products of SpongeBob SquarePants will set a new trend in
China.”

—By
Kristin Brzoznowski