I’ve mentioned this before (just ask my friends at The Toy Insider), but I need to make something very clear: I cannot find one thing that I like about SpongeBob SquarePants. Not a single thing. In fact, I’d call him my nemesis, but since I have a few, let’s just say that SpongeBob is one of my nemeses. Perhaps it’s because his whole existence is a “Millennial” thing (his show debuted in 1999 – the year I got married), or maybe I’m still bent out of shape that I actually rented 2004’s The SpongeBob SquarePants Movie, only to be disappointed to find out that the legendary David Hasselhoff was given just a small (yet still heroic!) role in said film. Even when we took The Rock Daughters™ to visit Nickelodeon Universe at Mall of America, I had to play nice as the girls just loved meeting Mr. Squarepants. That said, next year is the 20th Anniversary of SpongeBob SquarePants, and the cool folks at The Alpha Group (Super Wings, Screechers Wild!) are picking up the torch as master toy licensee for SpongeBob. The brand-new product line, which will include toys, collectibles, plush and novelties, is expected to debut worldwide in 2019.
From the Official Announcement: “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.”
In the coming months, Alpha Group will introduce a SpongeBob SquarePants product program that will engage today’s kids, and the millennials who grew up with him.
SpongeBob SquarePants has emerged as a global pop culture phenomenon since first premiering on Nickelodeon in July 1999. The series has been the most-watched animated program for more than 15 consecutive years and is seen in over 208 countries and translated in more than 55 languages.