Nickelodeon Consumer Products UK has signed a deal with Krazy Bands producer Instant Gifts to see the SpongeBob Squarepants brand applied to the former’s product.
The deal is just one of a spate of new agreements announced by NPC UK at BLE 2010. An extension of deal terms has also been struck with Grossman which will see an expanded range of products run throughout 2011.
The new toys involved in the Grossman deal include SpongeBob SquarePants jumping beans and elastic bands, both of which will be distributed alongside the Instant Gifts Krazy Brands through toy retailers.
“It’s fantastic that we’ve been able to secure these deals and renewals with key licensees in the run up to Brand Licensing Europe,” said VP of NCP UK and Australia Trudi Hayward.
“They all offer exciting developments in established category areas and show that interest in our evergreen properties is as strong as ever”.