Merchandise
The popularity of SpongeBob SquarePants made it to appear from different t-shirts to posters. It was reported that the franchise generated an estimated $8 billion merchandising revenue for Nickelodeon. It is also the most distributed property of MTV Networks. SpongeBob is viewed in 170 countries speaking 24 languages, and has also become "a killer merchandising app." The title character and his friends has been used as a theme for special editions of well-known family board games, including Monopoly, Life, and Operation board game as well as a SpongeBob SquarePants edition of Ants in the Pants, and Yahtzee.
The popularity of SpongeBob translated well into sales figures. In 2002, SpongeBob SquarePants dolls sold at a rate of 75,000 per week, which was faster than Tickle Me Elmo dolls were selling at the time. SpongeBob has gained popularity in Japan, specifically with Japanese women. Nickelodeon's parent company Viacom purposefully targeted marketing at women in the country as a method of the SpongeBob SquarePants brand. Skeptics initially doubted that SpongeBob could be popular in Japan as the character's design is very different to already popular designs for Hello Kitty and Pikachu.
Kids' meal tie-ins have been released in fast food restaurants in many different parts of the world, including Burger King in Europe and North America, as well as Wendy's in North America, and Hungry Jack's in Australia. A McDonald's Happy Meal tie-in with SpongeBob-themed Happy Meal boxes and toys was released in Europe and other international markets in the summer of 2007. In Australia, the advertisement for the McDonald's SpongeBob Happy Meal won the Pester Power Award for the fact that the ads are enticing young children to want its food because of the free toy. As a tie-in beverage for the DVD release of The SpongeBob SquarePants Movie, 7-Eleven convenience stores released the limited edition "Under-the-Sea Pineapple Slurpee" in March 2004.
In 2007, some new high-end SpongeBob-themed electronics have been introduced by Imation Electronics Products under the Npower brand, such as MP3 players, digital cameras, a DVD player, and a flatscreen television. Pictures of SpongeBob SquarePants also started to appear on the labels of 8 oz. cans of Green Giant cut green beans and frozen packages of Green Giant green beans and butter sauce which featured free stickers in 2007 as part of an initiative to get kids to eat their vegetables.
In early 2009, the Simmons Jewelry Co. released a $75,000 diamond pendant as part of a SpongeBob collection.
In the United Kingdom, Titan Magazines publishes comics based on SpongeBob SquarePants every four weeks. It was first published on February 3, 2005. In 2011, Titan Magazines released the 100th issue of the comics. Titan Magazines teamed-up with Lego to release a limited edition SpongeBob themed comics.
In 2013, Nickelodeon and Pirate's Booty released a limited edition SpongeBob SquarePants Pirate's Booty snacks. The SpongeBob SplashPants sweepstakes was also launched as a tie-in with Pirate's Booty. The grand winner of the sweepstakes will set sail aboard on the Norwegian Breakaway ship of the Norwegian Cruise Line, while fifty other winners will receive SpongeBob DVD.
On May 17, 2013, Build-A-Bear Workshop introduced the new SpongeBob SqaurePants collection in stores and online in North America. "For the first time ever, Build-A-Bear Workshop Guests can finally take home the underwater fun of SpongeBob SquarePants and his friends," said Maxine Clark, Build-A-Bear Workshop founder and chief executive. "We are excited to be working with Nickelodeon to bring this iconic series and its lovable characters to life at Build-A-Bear Workshop." Shoppers can dress their SpongeBob and Patrick plush in a variety of clothing and accessories. Sandy Cheeks and Gary the Snail are also available as pre-stuffed minis. Build-A-Bear Workshop stores nationwide celebrated the arrival of SpongeBob with a series of special events from May 17 through May 19.
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