Nickelodeon Spain is launching a new Spongebob Squarepants marketing drive called Dare to be Square.
Five brand new on-air creative idents have been produced by Nickelodeon's South Europe, Middle East & Africa creative department based in Paris, in partnership with Rocket Science.
To encourage kids in Spain to take the lead from Spongebob and shout loud that 'it's cool to be square'.
The campaign is running on Spain's free to air children's channel, Clan TV, as well as Nickelodeon Spain.
The Dare to be Square campaign is backed by a trade marketing package being distributed to all key retailers, introducing the concept by containing a square balloon, a 24-page Spongebob Squarepants catalgoue plus limited edition t-shirts.
Spongebob Squarepants is ranked as the most viewed TV animated series in Spain, with a staggering 99 per cent recognition of the property by Spanish children.
Nickelodeon Spain has more than 50 partners including the likes of Crocs, El Corte Ingles, Springfield, Ferrero, Panini, Everest and DeKrora. In the digital field, a recent partnership with Orange saw Spongebob Handsets unveil three new branded lines in the last two years.
Want to receive up to the minute licensing industry news straight to your inbox? Click here to sign up for the free Licensing.biz Daily Digest and Newsflash services. You can also follow Licensing.biz on Twitter and Facebook.