Nickelodeon and Viacom Consumer Products president Anne Brodsky says, "As we prepare to celebrate the 10th anniversary of everyone's favourite animated character, SpongeBob SquarePants, Jakks is the perfect partner to
bring new innovation to our toys.

"Jakks has been developing creative product lines for Nickelodeon for many years and we're excited to add SpongeBob - a multi billion dollar brand and a consumer favorite to Jakks. Nickelodeon portfolio. We look forward to continuing SpongeBob's growth as a top toy brand."

Jakks Pacific plans to launch the line with a collectible micro figure programme, and plush products based on SpongeBob SquarePants and the cast of characters from the television series. The agreement also covers playsets, preschool toys, youth electronics, water toys, novelty items and more. JAKKS' new SpongeBob SquarePants product line is expected to launch in 2008.

Jakks Pacific president and COO Stephen Berman says, "We are excited to add one of the world's most iconic characters, SpongeBob SquarePants, to our portfolio. Jakks has extensive experience in the plush and collectible figures arena, and we know that SpongeBob is the ultimate property to launch a major programme around.

"For the first time ever, SpongeBob SquarePants collectible plush and figures will be available at retail across the US."