Nickelodeon and Wonderland team up for SpongeBob Gold activation
The activation features a printing station, devised and delivered by experiential printing agency YR Live, which allows guests to design their own luxury merchandise. Using signature 27" touch screens and custom design software, visitors to the activation can choose from exclusive SpongeBob-themed artwork from the collection to create their own premium t-shirts, sweatshirts, iPhone cases and tote bags.
Having launched on Thursday 18th May 2017, consumers can visit the activation until Wednesday 31st May 2017 at the Wonderland store in Piccadilly, London. The shop has been kitted out with Spongebob Gold-themed decorations, and guests are able to pose for photo opportunities with a life-size Spongebob Gold character. Fans can also pick up items from Nickelodeon's bespoke SpongeBob Gold fashion collection.
Last month, Nick Jr. partnered with Intu shopping centres to create family experiences using augmented reality. This October, Nickelodeon's SlimeFest will return to Blackpool.
Part of a year-long SpongeBob Gold international campaign, the SpongeBob Gold fashion collection is an innovative collaboration with six international designers – Peter Jensen, Bobby Abley, Bad Denim, Salar, Maria Francesca Pepe and Suecomma Bonnie. Featuring clothing for men and women as well as footwear, accessories and jewellery, the SpongeBob Gold collection is inspired by Nickelodeon’s incurably optimistic and earnest sea sponge, SpongeBob SquarePants. Each item in the 27-piece collection features classic SpongeBob iconography embellished with a golden twist.
In addition to in-store availability at the Wonderland Shop in London, the SpongeBob Gold fashion collection will be available from UK fashion site Farfetch from the end of May. SpongeBob Gold designers will also make select products available for purchase through their websites this summer as well as in select international retailers. The SpongeBob Gold look book, featuring photography by Olivia Richardson and styling by Lucy Greene, is now available.
Across the next 12 months, Nickelodeon International will celebrate everything that makes SpongeBob one of the most iconic animated characters in the world: his humour, optimism and heart of gold. The campaign will include activations on-air, online, and on social media as well as additional product and retail launches.
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Original source: Event Magazine; Additional source: Wonderland Magazine.com.
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