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NEW YORK: MTV Networks International has announced the launch of
licencing and merchandising programmes for Nickelodeon's SpongeBob
SquarePants in 11 key international markets.
These are Australia, Brazil, Canada, Chile, France, Germany, Mexico,
Scandinavia, South Korea, Malaysia and the UK. An official release
informs that SpongeBob SquarePants is currently seen in 112
countries, and has remained the number one rated kids' television
show in the US for more than a year.
Regionally executed licensing and merchandising activities will
commence in this month and include a global deal with Burger King
Corporation; and local retail partnerships with Virgin Megastores
in the UK; Walmart in Mexico; Target in Australia; Ripley in Chile;
and Zellers in Canada.
MTV Networks International executive VP, International Programme
Enterprises, Kathleen Hricik was quoted as saying: "SpongeBobs'
ratings successes in the US and abroad make it an ideal time to
take advantage of the property's brand awareness and launch international
licencing and merchandising programmes. Confidence in SpongeBob
SquarePants' potential as a long-term franchise property has
generated millions of dollars in promotional deals and is the next
Nickelodeon property to take our international business to a new
level."
A global in-store premium promotion has been signed with fast food
giant, Burger King Corporation, spanning over 40 countries in Europe,
the Middle East and Latin America.
Since its debut on Nickelodeon's US channel in 1999, SpongeBob
SquarePants has steadily grown from an underground hit with
teens and young adults to one of the hottest licenses in the marketplace
today, generating more than $750 million in retail sales in the
US in 2002 alone.
SpongeBob SquarePants is widely distributed around the world,
airing on all Nickelodeon's international channels and major terrestrial
broadcasters such as YTV in Canada, TF1 in France, Super RTL in
Germany, ITV in the UK, TV New Zealand, Globo TV in Brasil, Televisa
in Mexico and Network Ten in Australia.
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