MTV Networks International (MTVNI) is joining forces with pan-Arab, free-to-air satellite broadcaster MBC Group through a multi-platform deal spanning TV, digital media and consumer product rights to Nickelodeon’s portfolio of content in the Middle East.

Family edutainment channel MBC 3 will now air the ‘Nickelodeon on 3’ branded block every weekday afternoon, where series like SpongeBob SquarePants, Fanboy and Chum Chum and My Life as a Teenage Robot will be localized in Arabic. An additional branded block dedicated to Nickelodeon’s preschool programs will also launch on MBC 3 in January.

‘Nickelodeon on 3’ will be supported online through a microsite that will feature full-length episodes and character games. As part of the agreement, MTVNI has also granted MBC Group the exclusive rights to develop consumer product programs around Nickelodeon properties Dora the Explorer, SpongeBob SquarePants and Go, Diego, Go! in the Middle East. Key categories include home furnishing, stationery, apparel, toys, publishing, personal care and fashion accessories, with products expected to roll out early next year.