NVCP in Deal for Pet Accessories

LONDON/NEW YORK, December
1: Nickelodeon
& Viacom Consumer Products (NVCP)
has signed a licensing deal with pet products company Penn Plax to launch an
extended line of SpongeBob SquarePants pet
accessories.

The range features dog
toys and bowls, cat and dog collars, beds, apparel and ornaments. The line will
roll out across 33 European territories, including France, Germany, Italy, the
Netherlands, Spain and the U.K. beginning in 2009.

In
addition to SpongeBob SquarePants,
the deal covers Dora the Explorer and
Go, Diego, Go! Products available
across all three titles include fish tanks, aquarium accessories, aquarium
decoration kits and ornaments, cat furniture and small animal modules.

"2009
will be an incredibly exciting year for SpongeBob
SquarePants and this deal is testament to Penn Plax's ability to create
exciting, innovative products which perfectly represent the breadth of this
iconic character's appeal," commented Jean-Philippe Randisi, the senior VP
and managing director for NVCP for Europe, Near East and Africa, Canada and
Latin America. "The opportunity to diversify into pet care licensing is an
especially promising development given that the pet industry in the U.K. alone
is worth more than £3 billion a year. I'm very happy to continue our
collaboration with Penn Plax and look forward to rolling out these unique
products."

Gerry Brostek, the COO of Penn Plax, added:
"We have worked on partnerships within the kids' animated character field
for over 25 years. We are delighted to have extended our deal with Nickelodeon
& Viacom Consumer Products across their three most popular characters. This
deal extends our reach into 18 new territories for Nickelodeon licensed product."

—By Kristin
Brzoznowski