The partnership will see Spongebob-inspired activities in Intu shopping centres across Britain.
Titled SpongeBob SquarePants’ Laughter Party, Intu centres including Intu Metrocentre, Intu Trafford Centre and Intu Lakeside will give families a unique SpongeBob-inspired experience.
The free activities in the event include a Laughter Limbo Challenge, Hysterical Prank Classes and Snail Slalom racing as well as an Under-Where Pants Hunt.
SpongeBob will also be making personal appearances at selected Intu centres. SpongeBob SquarePants Laughter Party activities will run between 25th March and 14th April.
“SpongeBob’s optimism and his sense of fun are infectious and Intu has done a brilliant job of distilling the essence of our favourite yellow sponge into really fun family activities. Whether it’s learning some hysterical pranks, having a dance at the silent disco or meeting SpongeBob himself, visitors are bound to be tickled by what’s on offer,” said Marianne James, vice president, consumer products UK & Ireland & European retail sales and marketing Nickelodeon and Viacom Consumer Products.
Children that visit a SpongeBob SquarePants’ Laughter Party may also receive a free limited-edition SpongeBob Magazine full of games, puzzles and jokes. Families can also enter an online competition to win an exclusive family trip to Nickelodeon Land at Blackpool Pleasure Beach.
The events will be supported by a cross-media promotional campaign including a specially created TV ad for NickToons, in-centre promotion as well as digital, local radio and PR activity.
Intu centres participating in the event include Braehead, Glasgow; Broadmarsh, Nottingham; Bromley; Chapelfield, Norwich; Derby; Eldon Square, Newcastle; Lakeside; Merry Hill, Dudley; Metrocentre, Newcastle; Milton Keynes; Potteries, Stoke-onTrent; Trafford Centre; Uxbridge; Victoria Centre, Nottingham and Watford.