ViacomCBS teams with Asda Opticians for film and TV-branded eyewear

ViacomCBS Consumer Products UK has announced a new partnership with Asda Opticians and optical wholesaler Alexander Parker Ltd to launch branded optical ranges for spectacle wearers of all ages. The new collections will include branded glasses showcasing some of ViacomCBS’s most iconic properties including PAW Patrol (produced by Spin Master Entertainment), SpongeBob SquarePants and Paramount movie classics such as Grease and Baywatch.

This first-time partnership with Asda Opticians comprises of two ranges of colourful eyewear for kids and adults which are rolling out across more than 130 Asda stores across the UK. The “Kids”collection, featuring Nickelodeon properties such as children’s favourites PAW Patrol, launched this autumn with SpongeBob SquarePants launching on 30 January 2022. The “In the Movies” adult range also launched this autumn and spotlighted some of Paramount Pictures’ classic movies including Grease, Footloose, Top Gun and Baywatch.

The “In the Movies” collection is priced at £80 for one pair, even if lenses need to be varifocal or if consumers need to have thinned lenses. This range also includes sun tints for adults; a second pair includes buy2 save £40 pricing. The “Kids” collection is free with an NHS voucher*, and any of the kids’ frames can be used for prescription sunglasses for just £15.

*NHS vouchers for glasses will only be issued following an eye test if a prescription is required. For more information, visit