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High Fashion Hits Bikini Bottom

Simmons Jewelry Co. and Nickelodeon & Viacom Consumer Products are partnering to create a fine-jewelry and watch line -- all inspired by the pop-culture phenomenon SPONGEBOB SQUAREPANTS, which is now celebrating its 10th anniversary year.

Led by the creation of an exclusive, 12-carat total weight diamond-encrusted SpongeBob pendant to be auctioned off for charity, the entire retail collection will feature a variety of fashionable, distinctive and avant-garde designs utilizing materials such as enamel, gold, silver, and diamonds under the design direction of Russell Simmons.

The diamond encrusted SpongeBob by Simmons Jewelry Co. pendant containing a total of 12 carats of white diamonds as well as color-enhanced yellow, red and blue diamonds set in 18KT yellow and white gold -- will make its debut display in Park City, Utah, during the 2009 Film Festival and will be auctioned off at a later date with proceeds benefiting the Diamond Empowerment Fund. This pendant will be displayed in a custom-made abstract box.

Marking the first luxury brand jewelry partner for SPONGEBOB SQUAREPANTS, the collection will be available for both men and women. Available at fine jewelry and specialty retailers in fall 2009, the products will retail from $150 to $75,000.

Kicking off during the 2009 Film Festival in Park City with the first-ever SPONGEBOB live cast reading, Nickelodeon will celebrate the pop culture icon throughout the year with TV specials, original online content and new lines of apparel, toys and games. SpongeBob also will be a featured part of Nick's multi-year pro-social campaign, The Big Green Help.