Nickelodeon/Viacom Consumer Products and Nooka Inc. Partner on Limited-Edition High-End Wristwatches Featuring SpongeBob SquarePants

Nickelodeon/Viacom Consumer Products and Nooka Inc. Partner on Limited-Edition High-End Wristwatches Featuring SpongeBob SquarePants

Nooka Joins the Porous Pal's 10th Anniversary Celebration Just in the 'Nick' of Time

NEW YORK, May 11 /PRNewswire/ -- Nickelodeon/Viacom Consumer Products (NVCP) and fashion design brand Nooka Inc. have partnered to create a line of limited-edition, high-end wristwatches inspired by SpongeBob SquarePants. In honor of the pop-culture icon's 10th anniversary celebration this year, Nooka has created two limited-edition timepieces featuring graphics and colors inspired by SpongeBob and "Bikini Bottom," with additional collaborations to be released throughout 2009 and 2010.

(Photo: http://www.newscom.com/cgi-bin/prnh/20090511/NY14599 )

The unique designs of the pieces utilize two brand-new Nooka styles -- the ZUB ZENH (horizontal bars) 20 mm in Yellow and the ZENV (vertical bars) Aluminum in Night. The concepts and graphics of both untraditional watches are reflective of the geometric themes and bold color pallets of SpongeBob SquarePants and Nooka's design methods. The collection, available for both men and women, will be available at retailers in July. The watches will retail at $170 and $275, respectively.

"As we continue to reinterpret the look and feel of SpongeBob for our vast audiences in its 10th Anniversary year, Nooka's cutting-edge style combined with SpongeBob's humor and optimism makes that transition an organic one," said Hal Snik, Senior Vice President of Domestic Licensing, NVCP.

The Nooka ZENH model counts time with four horizontal bars. The first two bars count the hours -- the third bar counts the minutes -- the fourth marks the seconds. Each hour is marked by a single block read left to right (hours 1-6 in the top bar, hours 7-12 in the second bar). Each minute is marked by a single "tick" mark along the third bar (minutes 0-59). There are also white dots below the bar indicating every five minutes, as well as small numbers to indicate 15, 30, and 45, for quick reference. Each second is marked by a single tick mark along the fourth bar (seconds 0-59). There are also white dots below this bar indicating every five seconds for quick reference. Along the bottom right, one of two dots will be filled in to indicate AM/PM.

The Nooka ZENV models counts time with three vertical bars and a small box with digital numbers. The first two bars from the left count the hours -- the third bar counts the minutes -- the small box on the right-hand side marks the seconds. Each hour is marked by a single block read from bottom to top (hours 1-6 in the first bar, hours 7-12 in the second bar). Each minute is marked by a single "tick" mark along the third bar (minutes 0-59) there are also white dots to the right of the bar indicating every five seconds, as well as small numbers to indicate 15, 30, and 45, for quick reference. Each second is marked by a digital counter in the small box on the right-hand side (seconds 0-59). Above the seconds' box, one of two dots will be filled in to indicate AM/PM.

SpongeBob SquarePants is one of the most popular series in kids' television history. It has been the number-one animated program with Kids 2-11 for more than six consecutive years and its Saturday morning airing ranks as the top-rated program on television among Kids 2-11. Adult viewers also continue to tune in and have increased by 121% since the premiere of the show in July 1999. The most widely distributed property in MTV Networks' history; SpongeBob SquarePants is syndicated in 171 markets in 25 languages and is among the top rated kids' shows, across broadcast and cable, in every major television market around the world.

About Nooka Inc.

Nooka is a New York based design company founded by artist and designer Matthew Waldman. Nooka is most famously known for its line of innovative and unique digital wristwatches which take the concept of telling time into an entirely new realm.

About Nickelodeon & Viacom Consumer Products

Nickelodeon & Viacom Consumer Products manages the world's third largest licensing business, representing leading properties such as SpongeBob SquarePants and Dora the Explorer, and managing merchandising for Nick Jr., Nickelodeon, Comedy Central, MTVN International, and Spike TV.

Nickelodeon, now in its 30th year, is the number-one entertainment brand for kids. It has built a diverse, global business by putting kids first in everything it does. The company includes television programming and production in the United States and around the world, plus consumer products, online, recreation, books, magazines and feature films. Nickelodeon's U.S. television network is seen in more than 98 million households and has been the number-one-rated basic cable network for more than 14 consecutive years. Nickelodeon and all related titles, characters and logos are trademarks of Viacom Inc. (NYSE:VIA)(NYSE:VIA.B).

(C) 2009 Nooka Inc., All rights reserved. Nooka is a registered trademark of Nooka Inc.

For more information regarding SpongeBob and Nickelodeon, please visit http://spongebob.nick.com/

Photo: http://www.newscom.com/cgi-bin/prnh/20090511/NY14599
http://photoarchive.ap.org/
AP PhotoExpress Network: PRN18
PRN Photo Desk, photodesk@prnewswire.com
Source: Nickelodeon

CONTACT: Tori Fernandes of Nickelodeon, +1-212-846-4942,
tori.fernandes@mtvstaff.com, or Nooka, WWW.NOOKA.COM, info@noka.com,
+1-212-967-4260

Web Site: http://spongebob.nick.com/

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