Simmons Jewelry, NVCP Team Up for Co-Branded SpongeBob Line

NEW YORK/PARK CITY, January 15: As SpongeBob SquarePants celebrates its tenth anniversary year, Simmons Jewelry Co. and Nickelodeon & Viacom Consumer Products (NVCP) are partnering to create a fine-jewelry and watch line inspired by the pop-culture phenomenon.

The retail collection is led by the creation of an exclusive, 12 carat total weight diamond-encrusted SpongeBob pendant, which will be auctioned off for charity, with proceeds benefiting the Diamond Empowerment Fund. The pendant—12 carats of white diamonds as well as color-enhanced yellow, red and blue diamonds set in 18KT yellow and white gold—will make its debut in Park City, Utah, during the 2009 Sundance Film Festival.

The full collection, with items for both men and women, will be available at fine-jewelry and specialty retailers in fall 2009. The products will range in price from $150 to $75,000.

"We are always looking for innovative ideas to develop fine jewelry and the Nickelodeon partnership to license SpongeBob is the perfect addition to the Simmons Jewelry Co. family," said Russell Simmons, who will be on hand to announce the partnership in Park City.

"We are so thrilled to partner with the innovators at Simmons Jewelry Co. for such a creative and absolutely beautiful SpongeBob SquarePants jewelry collection in celebration of its tenth anniversary year," commented Hal Snik, the senior VP of domestic licensing for NVCP. "Simmons Jewelry Co. has a unique ability to reinterpret iconic brands into beautifully crafted jewelry, and their work with SpongeBob is going to yield an absolutely gorgeous line appealing to die-hard fans and trendsetters."

"Simmons Jewelry Co. is very excited for the opportunity to work with a global empire such as Nickelodeon, and are thrilled about combining SpongeBob‘s universal appeal with our creativity and industry knowledge," added Scott Rauch, the president and CEO of Simmons Jewelry Co. "The development of SpongeBob jewelry has been a tremendous creative experience which we are excited to share with our retail partners and consumers. This fine-jewelry collection will help further fill a void in the marketplace for the trendy and fashion-forward consumer."

—By Kristin Brzoznowski