Introducing SpongeBob: Style icon in the making

Generating US$2 billion a year in global retail sales is nothing to sneeze at, but Nickelodeon & Viacom Consumer Products' flagship property SpongeBob SquarePants is about to hit one of the more important milestones in the lifespan of a character, and the company felt it was time to shake things up on the merchandising front.
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October 1, 2008

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