Viacom Launches Its First Branded DTC Online Shops

Ecommerce and pop-up shops for SpongeBob and MTV are part of larger direct-to-consumer effort

For anyone considering SpongeBob SquarePants merchandise and MTV sweatshirts as a holiday gift idea, Viacom is now giving consumers an option to buy exclusive products directly from the company.

Viacom Nickelodeon Consumer Products (VNCP), which oversees retail and merchandising for Viacom, has launched its first branded online shops as part of the entertainment company’s new direct-to-consumer efforts. Andrea Fasulo, svp of retail marketing for VNCP, said the company launched the websites to provide an alternative channel to reach its diverse fanbase, and highlight Viacom’s portfolio.

“The

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