Designed for play in and out of water, the toy, based on the character, changes colors. Backed by a 30-second TV spot called "Bubble Art" from Interpublic Group of Cos.' Campbell Mithun, Minneapolis, and in-store and children-targeted merchandising from sibling DraftWorldwide, Chicago, the four-week effort breaks June 11.
"SpongeBob SquarePants is one of the funniest, most irreverent shows on television today," Richard Taylor, vice president-USA marketing for Burger King said in a statement. "This show has a broad viewing audience from kids to teens to college kids, all of whom enjoy the Burger King experience. For all these reasons, it's a perfect fit with our brand." -- Kate MacArthur
Copyright June 2001, Crain Communications Inc.