MUMBAI: Nickelodeon/Viacom Consumer Products (NVCP) has tied up with Simmons Jewellery to launch SpongeBob SquarePants jewellery set.

With prices ranging from $95-$350, the SpongeBob Fine Jewellery collection includes designs crafted from sterling silver and Swarovski crystals and will be available at Zales jewellery stores.

says Simmons Jewelry CEO Russell Simmons, "We are always looking for innovative ideas to develop fine jewelry. The Nickelodeon partnership to license SpongeBob is the perfect addition to the Simmons Jewelry Co. family in order to make the jewelry industry more relevant to today‘s consumer."

Debuting on Zales.com and at select Zales stores nationwide, the SpongeBob Collection features dog tags, rings, necklaces, earrings and bracelets. The SpongeBob eye pendant, a sterling silver dog tag encrusted with Swarovski(TM) crystals, is the highlight of the collection and is ideal for family and friends alike.