On the bubble.

Now, coming to you direct from his pineapple under the sea, it's SpongeBob Squarepants.

L.A.-based Imperial Toy LLC is developing a new line of toys and novelties through a multiyear agreement with Viacom Inc.'s Nickelodeon TV channel and Viacom Consumer Products to produce products based on some of the network's most popular properties. In addition to SpongeBob, toys based on "Dora the Explorer," "Avatar: The Last Airbender," "The Backyardigans" and "Go, Diego, Go!" are also in the works.

Imperial is the largest manufacturer of bubble toys in the world, so SpongeBob is a natural fit. Imperial will design and develop water-themed games, large outdoor water play environments, nine sprinklers and inflatable toys with SpongeBob motifs.

Imperial products are distributed through retailers including Target, Wal-Mart, Walgreens, K-Mart, and Toys 'R' Us. The company is SpongeBob Squarepants is one of Viacom's most lucrative properties, and the spongy yellow character even starred in a movie of his own in 2004, which grossed $85 million domestically.

"Each of the Viacom properties has different demographic and consumer appeal, so that gives us a broad reach," said Tim Thompson, a spokesman for Imperial. "So tar the initial response from retailers has been outstanding."

Staff reporter Anne Riley-Katz can be reached at [e-mail] or at [phone], ext. 225.