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ViacomCBS partners with Asda Opticians and Alexander Parker on branded eyewear

ViacomCBS Consumer Products UK has confirmed a new partnership with Asda Opticians and optical wholesaler, Alexander Parker, to launch branded optical ranges for glasses wearers of all ages.

The new collections will include branded glasses showcasing some of ViacomCBS’ most iconic properties such as PAW Patrol, SpongeBob SquarePants and Paramount movie classics like Grease and Baywatch.

The first time partnership with Asda Opticians comprises two ranges of eyewear for kids and adults, rolling out across more than 130 Asda stores in the UK.

The ‘Kids’ collection – which features the likes of PAW Patrol – launched this autumn, with SpongeBob due to join on 30 January 2022.

Meanwhile, the ‘In the Movies’ adult collection features movies such as Grease, Footloose, Top Gun and Baywatch among others.

“This is a very exciting partnership which makes vibrant and colourful eyewear easily accessible and readily available to ASDA customers up and down the country,” said Venetia Davie, vp consumer products at ViacomCBS UK & Ireland. “The new collaboration makes wearing glasses fun for children and creates a statement look for adults and we are delighted to have our beloved and cult classic properties showcased at ASDA Optician stores.”

Angela Smith, optical commercial manager at Asda, added: “At Asda Opticians we are really proud of the new movie ranges for both kids and adults.

“PAW Patrol is always a favourite among Asda’s character-based products and it is a great new addition to our glasses range. Our adult customers are loving the new movie range too, especially the Grease and Baywatch styles.”

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