Nickelodeon is celebrating a double award win with Changi Airport Group and Inner Mongolia Mengniu Dairy (Group) at the recent Asian Licensing Awards.
The firms picked up Best Promotion Campaign and Best Licensee respectively at the ceremony.
“SpongeBob SquarePants is one of the world’s most iconic characters and is beloved by fans everywhere. We are thrilled to see a win with our SpongeBob SquarePants Christmas holiday experience collaboration with Changi Airport Group, and to have Inner Mongolia Mengniu Dairy (Group) specially-designed SpongeBob SquarePants dairy products get recognised by the licensing industry in Asia,” said Jack Yew, VP consumer products, Viacom International Media Networks Asia.
“Both wins are successful examples of how Nickelodeon is all about creating surprising and playful entertainment experiences everywhere we go.”
In collaboration with Changi Airport Group in 2013, Nickelodeon launched an extensive SpongeBob SquarePants-themed Christmas experience at the Singapore Changi Airport to give fans and visitors a fun, one-of-a-kind SpongeBob SquarePants Christmas holiday experience, which made it SpongeBob SquarePants’ first airport collaboration in Asia.
Over a seven-week holiday season, visitors who went through Changi Airport were able to discover surprises with the following:
- The world’s tallest SpongeBob SquarePants’ Giant Pineapple House structure at the heart of Terminal 3’s Departure Hall, which created an extravaganza of sights and sounds that included ‘smoke bubbles’ lighting up the Bikini-Bottom inspired Pineapple House and a chance to do some sleigh pedaling. The Bikini Bottom-inspired House stands at 11 metres high.
- The biggest SpongeBob SquarePants Super Bouncy Playground in Singapore at Terminal 3’s Departure Hall, where kids were able to take a tumble in the Krusty Krab Ball Pit, challenge themselves in the Pineapple House Maze and cruise their way down giant bouncy slides.
- Spot SpongeBob SquarePants and his friends at famous places from around the world through stunning landmarks in giant topiaries such as Italy’s Colosseum and Leaning Tower of Pisa, Russia’s St Basil’s Cathedral and Turkey’s Trojan horse.
- Limited edition plush toys of SpongeBob and his friends were collected at just $3 per plush toy when visitors shopped at Changi Airport.
The dairy products from Inner Mongolia Mengniu Dairy, featuring characters from Nickelodeon’s hit show SpongeBob SquarePants, launched across China last year. This marks Nickelodeon’s third-year collaboration with the China manufacturing and distribution company of dairy products and ice-cream.
Since the inauguration of the Asian Licensing Awards in 2012, Nickelodeon has taken home the Best Licensee accolade over the last two years through its master licensee Guangzhou Art-land and through Guangzhou Art-land’s sub-licensee, Vinda Group, respectively.