Licensed toys and play-sets hit record sales in 2012.

Simba Smoby’s SpongeBob SquarePants sales soar 300%

Supplier Simba Smoby is celebrating the success of its SpongeBob SquarePants licensed range, which has grown more than 300 per cent year-on-year.

The company reported the sales rise as part of its 2012/13 end-of-year figures.

Sales were driven by the Krusty Krab and Pirate Ship play-sets, as well as SpongeBob collectibles, stretchy figures and a Bikini Bottom play-set which saw record sales in 2012.

Nickelodeon’s popular licence and TV show, SpongeBob SquarePants, has branched into films and a whole host of consumer products over the years. 

Simba Smoby UK, the UK subsidiary of the Simba Dickie Group, has seen its third consecutive year of double-digit growth.

"With the success of licensed ranges like SpongeBob SquarePants that trend seems set to continue," read a statement.

"This year, the release of the new Pineapple play-set should see that growth continue through 2013."

The Pineapple play-set (pictured) replicates SpongeBob’s Pineapple house. With a pull-back version of SpongeBob’s Boat, figures of SpongeBob and Gary and SpongeBob’s bed (with a nasty surprise for SpongeBob included), the play-set has over 25 pieces.

It also features built-in light and sound, such as SpongeBob’s chair, a TV with moveable stations and a Kraby Patty oven.

The Pineapple play-set will be available from September and is priced at £29.99.

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