As part of the deal, Sanrio will manage local key partnerships including Sony Creative Products and Sega in coordination with NVCP, and oversee the apparel, accessories, stationary, publishing, toy and confectionary categories.

Nick adds that over the past year it has grown its multi-platform presence in Japan, establishing several strategic syndication and co-production deals, launching a consumer products business, and growing its 24-hour channel distribution by more than 50% year-on-year. This partnership with Sanrio F.E., is part of MTV’s strategy to continue building the networks’ brands across all lines of business in the region, especially Nickelodeon, and will help to further extend Nick’s position in the market and maximise key business opportunities.

Nickelodeon and Viacom Consumer Products senior VP Asia Indra Suharjono says, "This deal reflects the global licensing phenomenon behind SpongeBob, Dora and South Park and the market’s confidence we will deliver a truly unique experience for Japanese audiences and retailers.

“Sanrio F.E’s character licensing expertise and acumen makes them the ideal partner to move our business into this exciting new growth phase.”

Sanrio F.E. MD Andy Toyama says, “We are extremely honoured to partner with NVCP and excited to have the opportunity to represent such extraordinary properties. South Park and SpongeBob already have a huge fan base in Japan because of their enormous popularity abroad and Dora The Explorer’s distinct, bilingual appeal will all serve to drive real interest and longevity in the character licensing market.”

SpongeBob SquarePants has become a hit in Japan, securing 18 licenses in the first two months of launch. SpongeBob was named the #1 brand in Kiddy Land’s flagship Harajuku store in March and is also the in-store featured promotion at KFC this summer.