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Alpha Group becomes master toy for SpongeBob

By Samantha Loveday
February 2, 2018

Toys, collectables, plush and novelties to roll out in 2019 for classic character.

The Alpha Group is continuing to build its licensed portfolio, securing a deal with Nickelodeon to become the global master toy partner for SpongeBob SquarePants.

The new product line will include toys, collectables, plush and novelties and is expected to make its worldwide debut in 2019.

Brehan Maul, vp of marketing at The Alpha Group, commented: “It’s an honour 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.

“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 collectables, plush, novelties and playthings. Stay tuned for what’s in store.”

Jon Roman, svp toys at Nickelodeon, added: “SpongeBob SquarePants is a timeless, iconic character whose humour and optimism resonates with fans of all ages around the world.

“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.”

In the coming months, Alpha Group will introduce a SpongeBob SquarePants product programme that will engage today’s kids, and the millennials who grew up with him.

SpongeBob SquarePants has emerged as a global pop culture phenomenon since first premiering on Nickelodeon in July 1999. The series has been the most-watched animated programme for more than 15 consecutive years and is seen in over 208 countries and translated in more than 55 languages.

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