Creativity rules at nickelodeon.

• Position: What's New? Holiday Gift Guide - Toys

The hits just keep coming at Nickelodeon--whether it be the ongoing success of the SpongeBob SquarePants series, the revival of Teenage Mutant Ninja Turtles, the updated programing for the now-adolescent Dora the Explorer, or the newfound popularity of Peter Rabbit. The spinoff games, DVDs, electronic equipment, furniture, bedding, stuffed animals, musical instruments, and oral care products are something to behold as well:

Dora the Explorer Explore & Play Pad ($19.99) by Smartplay. With Dora as a guide, kids can discover the alphabet, numbers, letter sounds, simple words, and more--in either English or Spanish. It also features volume control and auto shut-off and includes three AA batteries.

GUND Peter Rabbit Plush ($20). Snuggle up with the adorable Peter Rabbit, now available as an 11.5" plush toy. Made of the softest and finest fabric, it features Peter's classic jacket and satchel from the animated series, and he's adorned with his favorite snack, a radish, sewn into his paw.

GUND Benjamin Bunny Plush ($20). Peter Rabbit's lovable sidekick is irresistible as an 11" plush toy with huggable fabric. He wears a green and red winter cap, a brown jacket, and a playful expression. A radish (Peter's favorite) is sewn into his paw.

Peter Rabbit Jittery ($9.99) by Infantino is perfect for travel, making a great companion for any infant. Pull him down and watch this fun friend climb back up. It links easily to car seats and strollers, and is made of soft textures and includes crinkle, knotty, and rattle sounds for nonstop playtime.

SpongeBuddy SquarePants ($29.99) by Just Play. SpongeBob fans of all ages can soak up the laughs with their favorite talking sponge who now talks and giggles along. SpongeBuddy stands 9.5" high and entertains with more than 50 phrases and sound effects that are activated when he's flipped, touched, and squeezed. His eyes and mouth come to life as he talks, and the jokes keep coming the harder he's pressed. With his clean comedy routine and off-the-cuff remarks sure to rouse a chuckle, SpongeBuddy is a great pal and the life of any party. Includes two AA batteries.

SpongeBob SquarePants Headphones ($29.99) by KidDesigns are stylish and packed with the ultimate Crabby Patty power. Featuring padded ear cushions, adjustable headband, in-line volume control, and detailed rich audio. Sponge buddies are guaranteed to have an awesome listening experience.

SpongeBob SquarePants Waste Can ($14.99). Stay tidy and clean by adding...