Construction toy firm will preview new line based on popular Nickelodeon animation at this year's American Toy Fair

NY TOY FAIR 2014: Mega Brands extends licensed portfolio with SpongeBob SquarePants

Mega Brands is expanding its Mega Bloks kids’ construction toys portfolio this year with Nickelodeon’s popular animation SpongeBob SquarePants.

The firm will be previewing the new line at this year’s American International Toy Fair in New York, before the product hit retail this autumnn.

Vic Bertand, chief innovation officer, Mega Brands, said: "We are proud to extend our kids building toy portfolio with SpongeBob SquarePants.

"With a combination of great characters, creative builds and fun features, kids will love creating their own Mega Bloks SpongeBob SquarePants stories."

Launched in July 1999, the animated property is now in its 14th year and continues to rank as the number one animated series with kids aged two to 11.

Manuel Torres, senior vice president, Global Toys and Publishing, Nickelodeon Consumer Products Group, added: "We are thrilled to extend our relationship with Mega Brands to now include our beloved SpongeBob SquarePants brand.

"The development of these innovative and unique construction based toys will reconnect kids around the world with traditional toy play, and bring the adventures of SpongeBob from the TV screen to the play room."

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