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Alpha Group soaks up new SpongeBob toys


Bikini Bottom’s favorite sponge is getting a new product line. Nickelodeon has partnered with Alpha Group to launch a series of SpongeBob SquarePants-themed toys, collectibles, plush and novelties. The first of which are expected to debut worldwide in 2019.

“It’s an honor 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 collectibles, plush, novelties and playthings. Stay tuned for what’s in store.”

SpongeBob SquarePants is a timeless, iconic character whose humor and optimism resonates with fans of all ages around the world,” said Jon Roman, Senior Vice President, Toys, Nickelodeon. “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.”

SpongeBob is a sponge who needs no introduction. Since the show’s introduction in 1999, the series has been an immense success and is seen in over 208 countries and translated in more than 55 languages. The show has ran for 225 episodes with no signs of slowing down. A third theatrical film is currently in development.

When not licensing other brands, Alpha Group producers their own. The company recently launched the Screechers Wild toy line and web-series.


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