Viacom Nickelodeon Consumer Products is increasing its direct-to-consumer efforts with a new SpongeBob-themed e-commerce website and a holiday pop-up shop featuring its popular characters and brands. The SpongeBob site, SpongeBobshop.com is now available in the US while the first-ever Nickelodeon Holiday Shop opened on November 16 and runs until December 31 in Los Angeles.

The new website features exclusive items from SpongeBob SquarePant’s 20th anniversary, as well as apparel, accessories and home goods themed around the popular sea-sponge. The holiday pop-up shop meanwhile features products from popular brands, including PAW Patrol, SpongeBob SquarePants, JoJo Siwa and Teenage Mutant Ninja Turtles.

To further this direct-to-consumer growth, Viacom has hired former Walmart e-commerce exec Aaron Cunningham in the newly created role of VP of direct-to-consumer. In his new role, Cunningham will spearhead product sourcing and merchandising for the properties website, as well as marketing, user acquisition and developing the company’s pipeline of future sites and brick-and-mortar pop-up shops. Cunningham started in the role in October, according to a Nickelodeon spokesperson.

Cunningham joins Viacom Nickeloden from Goodbaby International, where he was the global vice president of e-commerce at preschool consumer product maker, which makes strollers and kids’ car seats and toys. He also previously worked as Walmart’s senior director of business development for Walmart.com, and Walmart-owned online retailers Jet.com and Hayneedle.com.