The "Strat-a-Glance" below gives you an overview of the property, consumer product strategy, key product launches, on-air initiatives and more.
Overview SpongeBob is a breakout hit with preschool, kids, college students AND adults -- a true pop phenomenon! SpongeBob products are top sellers in all categories and across both kid and adult demos including apparel, home video, party goods, video games and packaged goods. First feature film due in theaters November 19, 2004!
Positioning SpongeBob SquarePants consumer products are the only ones that incorporate the absurd, outrageous humor of SpongeBob and the ensemble cast of odd-ball characters. Key Essence: Humor, unbridled enthusiasm, friendship Movie: See SpongeBob and Patrick as you have never seen them before, on a heroic comedic quest that takes them to new and unexplored territory!
Target Primary: Kids 6-12 Secondary: College and adults
CP Strategy - Key Plans 2004 Maintain both kid and adult businesses Use SpongeBob Movie to create an overall halo affect for SpongeBob product Create a mix of movie-based and show-based product in order to leverage movie; but still maintain strong SpongeBob everyday business Manage inventory to ensure excellent sell-through at mass accounts to set up franchise for ongoing consumer products program in 2005 and beyond
Key Product Plans 2004 TV-based products Activity: Flying Colors activities (Fall) Apparel and Accessories: Expand Patrick t-shirt line (Spring) Consumer Electronics: Cameras (Spring); Emerson karaoke TV advt, DVD, TV, CD player, Video Now discs Gift: collectibles, Rubbermaid, coolers (Spring); plush, gift and Tupperware (Fall) Home Furnishings: Dorm room, kitchen, patio sets (Spring); bedding and throw (Fall) Home Video: other titles (March, June, August); boxed set of Season 2 (Fall) Interactive: titles by Riverdeep, Fisher-Price Packaged Goods: Kraft Fruit Snacks, Colgate oral care, Puffs Tissue (Spring) Publishing: titles from Simon & Schuster, Random House, Chronicle Leapfrog, TokyoPop, Pocket Books, Fisher-Price, Publications International, Reader’s Digest Social Expression: new items, new party program (Fall) Stationery and Bags: bags, stationery and office supplies Toys: Mattel toys, games and puzzles; Variflex skateboards; Alpha Big Wheel; Disguise costume; DVD game SpongeBob Movie Products: Apparel and Accessories: movie-star themed apparel Home Video: DVD (March ’05) Interactive: THQ CD-ROM, GameBoy Advance, X-Box, Playstation 2, GameCube Publishing: Simon & Schuster, Random House and TokyoPop movie titles and novelization\ Toys: Mattel RC Burger Mobile, TV advt; Mattel toys and puzzles
Key Initiatives and On-air Events 2004 New episode airs (Jan) Teaser trailer and poster in theaters nationwide (Jan) SB spot on CBS SuperBowl coverage (Feb) Kellogg’s packaging featuring SpongeBob; movie messaging begins Sept (Feb-Dec) TV special “B.C.” (March) New episode airs before Kids Choice Awards; first movie announcement during KCA (April) Dedicated movie website (April) On-air movie sweepstakes (May) In-theater promotion (begins June) “It’s a movie” campaign begins on Nick (June) Season 2 box set DVD (June) Nicksclusive (Aug) Viacom Marketing Council support begins (Sept) New episode airs (Oct) Paramount national advertising begins (Oct) Mitsubishi movie support (Oct) Season 3 box set DVD (Oct) QSR promotion (Nov) Nick Magazine custom pub to Movie (Nov) Macy’s Thanksgiving Day Parade balloon (Nov) Feature Film (November 19) Promotional partners: Burger King, Kellogg’s, Auto, Travel 2005 New consumer products launch; new product designs and categories New episode airs (Jan) Kellogg’s support for SB Movie VHS/DVD (Jan) Mitsubishi support for SB Movie VHS/DVD (Feb) SB Movie releases on VHS/DVD (March/April)
Nick CP Advertising/ Marketing Plans 2004 CP TV and print advertising (March-April) CP TV and print advertising (August)
Ratings and Q-score #1 show among Kids 2-11 and #1 with Boys 2-11; #2 among Kids 6-11, #1among Girls 2-11; #12 Tweens 9-141 53.2 MM monthly viewers2 #1 Q-score among Kids 6-11 AND among Tweens 9-14!3 1) Nielsen: 9/29/03-12/28/03 2) Nielsen Cume Data: 11/03 3) Marketing Evaluations, Inc: 5/03
Show Facts Show launch: July 1999 Strip date: July 2001 Total episodes: 60 TV schedule: Airs 20x per week: Mon-Fri at 8:30am, 5:30pm, 7:30pm; Sat-Sun at 9am, 9:30am and Sunday 4:30pm
Last updated 3/17/04. Please note, all information is subject to change.