SpongeBob Squarepants Gets Royal Treatment

Hip-hop icon Russel Simmons' Simmons Jewelry Co. has teamed up with Nickelodeon and Viacom Consumer Products to create a fine jewelry and watch line inspired by pop-culture phenom SpongeBob Squarepants.

Nickelodeon will celebrate the pop-culture icon with TV specials, original online content and new apparel, toys and games.