Gifts Today magazine

Alpha Group appointed SpongeBob master toy

Full range of toys, collectables, plush and novelties for Nickelodeon's iconic character to roll out in 2019

Nickelodeon has appointed The Alpha Group LLC, a subsidiary of The Alpha Group, as global master toy for the network’s iconic SpongeBob SquarePants.

The brand-new product line, which will include toys, collectables, plush and novelties, is expected to debut worldwide in 2019.

'It’s an honour for Alpha to partner with Nickelodeon for a new SpongeBob product line that will excite and unite a full spectrum of kids, teens and millennials” said Brehan Maul, Vice President Marketing, The Alpha Group LLC. “Kids all around the world have grown up with this beloved, iconic character. This is an amazing opportunity and we are planning a full range of SpongeBob collectables, plush, novelties and playthings. Stay tuned for what’s in store.”
Jon Roman, Senior Vice President, Toys, Nickelodeon, added: “SpongeBob SquarePants is a timeless, iconic character whose humour and optimism resonates with fans of all ages around the world. Nickelodeon is thrilled to be working with The Alpha Group on a brand-new global line of products as SpongeBob’s 20th anniversary approaches in 2019.'


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