Nickelodeon celebrates 10th birthday of a marketing icon

07/13/2009 | Advertising Age (tiered subscription model)

Nickelodeon this week is celebrating the 10th anniversary of "SpongeBob SquarePants," an animated series that has a phenomenal 700 license partners around the world and generates about $8 billion annually at retail. "We're having a great time with the 10th anniversary, so this is not the end by any means. It's just the beginning," said Pam Kaufman, the chief marketing officer at Nickelodeon. "No other property in its history over time is still where it is today like 'SpongeBob.'"

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