MONROE - La-Z-Boy Inc. is about to be slimed.
The nation's No. 2 furniture maker said it has signed a deal with Nickelodeon/Viacom Consumer Products to develop youth furniture based on Nick's popular icons, including SpongeBob SquarePants and Dora the Explorer, and the network's fondness for its trademarked gooey green "Slime."
The furniture will be made by La-Z-Boy's Lea Industries division in Greensboro, N.C., and will be divided into three age-related lines.
It will include bedroom, home office, bureaus, display cases, armoires, and entertainment systems and will be available at a variety of U.S. furniture retailers beginning in January.
In Toledo, Lea products are sold through Bedland of Ohio stores, and are sold in Michigan at Art Van furniture stores.
Nickelodeon "is an extremely powerful brand that will translate well into youth furniture, and we are extremely excited by the opportunity that this new agreement brings to our company," said Jack Richardson, president of La-Z-Boy's Lea Industries and American Drew furniture divisions.A line for children ages 3 to 7 will feature the characters Dora; Go, Diego, Go!, and SpongeBob. A line for ages 7 to 11 will feature Nickelodeon's Splat! logo, SpongeBob, and its iconic "Slime," and a line for age 12 to teens will offer more sophisticated and contemporary furniture.
Previously, La-Z-Boy has entered into licensing deals.
Lea and American Drew have furniture items inspired by fashion designer Jessica McClintock, and previously La-Z-Boy had furniture collections tied to sailing expert Dennis Conner and basketball star Grant Hill.
La-Z-Boy has a deal with NorthPole Ltd. for tents, sleeping bags, air mattresses, and portable beds, hammocks, and collapsible chairs bearing the La-Z-Boy brand. It also tried to attract younger furniture buyers through a licensing deal with chic fashion designer Todd Oldham, who designed furniture and accessories for La-Z-Boy.
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