Nickelodeon UK & Ireland has partnered with intu to launch a series of SpongeBob-inspired activities to shopping centres across Britain this Easter.
Titled SpongeBob SquarePants’ Laughter Party, the free activities in the Easter experiential event include a Laughter Limbo Challenge, Hysterical Prank Classes and Snail Slalom racing as well as an Under-Where Pants Hunt.
SpongeBob will also be making personal appearances to meet his fans at selected intu centres during the campaign, which is set to run between March 25th and April 14th.
“SpongeBob’s optimism and his sense of fun are infectious and intu have done a brilliant job of distilling the essence of our favourite yellow sponge into really fun family activities," said Marianne James, vice president, consumer products UK and Ireland and European retail sales and marketing Nickelodeon and Viacom Consumer Products.
"Whether it’s learning some hysterical pranks, having a dance at the silent disco or meeting SpongeBob himself, visitors are bound to be tickled by what’s on offer."
Kids that visit a Laughter Party may also receive a free limited-edition SpongeBob Magazine full of games, puzzles and jokes. Families can also enter an online competition to win an exclusive family trip to Nickelodeon Land at Blackpool Pleasure Beach.
“At intu we are always looking for fun ways to help parents keep children occupied during the Easter break," said Trevor Pereira, commercial and digital director of intu.
"We’ve had great fun working with Nickelodeon to create a fun-packed programme of activities for children to enjoy making intu a must visit destination through the holiday for SpongeBob fans. By doing this we’re encouraging our customers to stay with us for longer and visit more often, helping our retailers to flourish.”
The SpongeBob SquarePants’ Laughter Party events will be supported by a cross-media promotional campaign including a specially created TV ad for NickToons, in-centre promotion as well as digital, local radio and PR activity.
The intu centres participating in SpongeBob SquarePants’ Laughter Party are as follows:
- intu Braehead, Glasgow
- intu Broadmarsh, Nottingham
- intu Bromley
- intu Chapelfield, Norwich
- intu Derby
- intu Eldon Square, Newcastle
- intu Lakeside
- intu Merry Hill, Dudley
- intu Metrocentre, Newcastle
- intu Milton Keynes
- intu Potteries, Stoke-onTrent
- intu Trafford Centre
- intu Uxbridge
- intu Victoria Centre, Nottingham
- intu Watford
Specific SpongeBob SquarePants’ Laughter Party activities will vary from location to location. Families should visit www.intu.co.uk/spongebob for full details of the SpongeBob-centric activities taking place near them.