Alex Brands has revealed its plans to unveil more than 30 new Nickelodeon products at Toy Fair in New York from February 14 to 17.

The Fairfield, Jersey toyco, which makes classic toy lines such as Alex Toys, Poof, Slinky and Scientific Explorer, recently inked a licensing deal with Nickelodeon to manufacture, distribute and market a range of SpongeBob SquarePants, Dora and Friends and Teenage Mutant Ninja Turtles items.

A first for the toyco, the multi-year deal covers Alex Brands’ labels Alex Toys and Shrinky Dinks, as well as other product categories like craft kits and bath toys. The first batch of products will be available to consumers beginning in the late summer.

Today’s announcement comes on the heels of former Toys ‘R’ Us and Mattel Brands exec Neil Friedman taking over as president and CEO of Alex Brands in October 2014.