SpongeBob SquarePants Expands Franchise with New Specials and LEGO Partnership

To mark the first annual SpongeBob Day on July 14, Nickelodeon announced a slate of new content and product collaborations, including an hour-long holiday special titled Merry Christmas, Mr. Plankton and a new 1,794-piece LEGO Icons set.

Upcoming Holiday Specials

Nickelodeon has scheduled two seasonal specials to expand the SpongeBob SquarePants universe later this year. According to the network, the hour-long holiday event Merry Christmas, Mr. Plankton will follow SpongeBob, Mr. Krabs, and a group of misfits as they attempt to save the holiday after Plankton takes control of the North Pole. Additionally, The Patrick Star Show will debut a half-hour Halloween special titled Scary Tales, featuring a storybook theme where Patrick dresses as his friend SpongeBob while the character Hans reads “haunted fairy tales.”

New LEGO Partnership and Collectibles

The LEGO Group and Nickelodeon have partnered to release new building sets inspired by the series. The centerpiece of this collaboration is the 1,794-piece LEGO Icons SpongeBob SquarePants: Bikini Bottom set. Alongside the main set, LEGO is releasing a BrickHeadz SpongeBob SquarePants figure. According to the manufacturer, the LEGO Icons set is available for pre-order starting July 14, with a wide release scheduled for September 1. The BrickHeadz figure is set to launch on August 1.

Franchise Reach and Digital Expansion

The SpongeBob SquarePants brand continues to maintain a significant presence in global media. Created by the late Stephen Hillenburg and produced in Burbank, California, the series currently reaches audiences in more than 180 markets and is translated into over 30 languages. Data from Nickelodeon indicates that the property averages more than 90 million total viewers every quarter.

To support the brand’s digital growth, Nickelodeon launched the official Patrick Star YouTube channel on SpongeBob Day. The network also released the first music track from The Patrick Star Show, titled “Watch Out for That Rake.” These digital initiatives coincide with physical activations, including:

• Multi-space SpongeBob installations at The New Children’s Museum in San Diego.
• Programming events across Nicktoons, Nick Pluto, and Nick.com.
• Integrated brand tie-ins at Nickelodeon Hotels & Resorts and the Nickelodeon Universe Theme Park.

Key Takeaways

• Anniversary: SpongeBob Day was inaugurated on July 14, celebrating the show’s 1999 premiere.
• Holiday Content: Merry Christmas, Mr. Plankton and The Patrick Star Show: Scary Tales are confirmed for late 2024.
• Retail: The 1,794-piece LEGO Icons Bikini Bottom set is available for pre-order, with a retail launch set for September 1.
• Global Footprint: The franchise remains a primary asset for Paramount, with distribution in 180+ markets and consistent quarterly viewership of 90 million.