NVCP Awards SpongeBob Master Toy License to JAKKS Pacific

NEW YORK/MALIBU, October 15: Nickelodeon & Viacom
Consumer Products has granted the master toy license for SpongeBob
SquarePants to JAKKS Pacific, who will
create toys and related products based on the hit Nickelodeon animated series,
for launch in 2008.

JAKKS Pacific plans to launch a line with a collectible
micro-figure program, and plush products based on SpongeBob SquarePants and the colorful cast of characters from the
television series. The agreement also covers playsets, preschool toys, youth
electronics, water toys and novelty items, among others.

SpongeBob SquarePants
debuted in 1999, and for the last six years, the show has been the number-one
animated program with children aged 2 to 11. At retail, SpongeBob SquarePants
has grossed more than $6.3 billion in retail sales to-date.

"As we prepare to celebrate the 10th anniversary of
everyone's favorite animated character, SpongeBob SquarePants, JAKKS is the perfect partner to bring new
innovation to our toys," said Leigh Anne Brodsky, the president of
Nickelodeon & Viacom Consumer Products. "JAKKS has been developing
creative product lines for Nickelodeon for many years and we're excited to add
SpongeBob—a multi-billion dollar brand and a consumer favorite to JAKKS'
Nickelodeon portfolio. We look forward to continuing SpongeBob's growth as a
top toy brand."