Beginning June 15, 450 Claire’s Accessories shops across the UK will be getting a six-week SpongeBob in-store promo as the 10th anniversary celebrations of the yellow sponge continue.

The promo will be supported by a TV ad campaign, along with in-store POS, a dedicated Nickelodeon microsite and print advertising, along with a nationwide customer competition to find the best joke. To participate, consumers must spend approximately US$16 on SpongeBob products at Claire’s and obtain a competition card, which carries an exclusive code for customers to use at www.nick.co.uk/claires,and then submit their joke. Five winners will be selected to appear on Nickelodeon UK TV in London and runners-up will take home goody bags worth approximately US$160.

Over in Germany, NVCP has inked a first-time licensing deal with international express courier and logistics company DHL. The agreement will bring limited-edition SpongeBob-branded cardboard boxes and courier boxes in two different designs to the German market as well as online at www.efiliale.de for about six-to-eight weeks.