Wednesday, November 27, 2019

Nickelodeon and Groupo Chespirito Collaborate in Latin America

Over the past twenty years, SpongeBob SquarePants has become one of the most well-known and recognised characters in the world. In Latin America, SpongeBob (Bob Esponja) has 85% awareness and is one of the Top 3 most popular characters amongst kids ages 4-11.

In order to celebrate SpongeBob SquarePants 20th anniversary, Nickelodeon & Viacom Consumer Products (NVCP) Mexico decided to bring three of the most iconic brands together. Reinforcing the great positioning and emotional connection that these beloved characters have with all generations.


El Chavo del Ocho and El Chapulin Colorado and live-action television series that started airing in the 1970s and have enjoyed almost 50 years of Latin American broadcasting.

In fact, the series have aired in 124 countries around the world and with daily worldwide viewership averaging 91 million viewers per episode. In 2006 the animated version of the series launched in Latin America.

Nickelodeon & Viacom recognised that the three iconic brands had a large number of similarities which would make them idea for a collaboration.

All three properties were multi-target - they have been in the market for a long time and can speak to the target age of children aged four to eleven, as well as to adults and families.

All three properties evoke an emotional connection with the characters, as well as engagement and they bring out feelings and memories. Essentially, they are timeless intellectual properties (IPs).

For the collaboration, Nickelodeon & Viacom created a brand which represented all three iconic properties.

The collaboration will be announced in July this year and products will begin hitting shelves this Fall, continuing for a full year. The merchandise programme will include a wide range of product categories including apparel, collectibles, accessories and more as well as a marketing campaign and various promotions.

More Nick: Nickelodeon Marks 20 Years of "SpongeBob SquarePants" with the "Best Year Ever"!

Originally published: Sunday, July 21, 2019.

Original source: Total Licensing Summer 19 by Total Licensing.
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