MUMBAI: Kids entertainment channel Nickelodeon is launching a multi-platform promotional campaign to celebrate the 10th anniversary of popular Nick star SpongeBob. The campaign will extend across consumer products, on-ground, digital and television.

SpongeBob apparels from Weekender Kids & Cozy Comforters and bed sheets from Portico will be up for sale at DFW. Part of the proceeds, claims the channel, will be utilised for the development of the girl child.

The channel also plans to engage the "generation next" with an innovative SpongeBob Desktop Buddy in the form of a widget that can be downloaded from nickindia.com.

On Nick, the celebrations continue with a host of other initiatives, the highlight of which will be screened on the SpongeBob SquarePants anniversary episode. The episode will be telecast on 1 April at 8 pm.

Speaking on this occasion, Nick India GM and senior VP Nina Elavia Jaipuria said,
"SpongeBob SquarePants is Nick‘s most loved character and we wanted to do something innovative to celebrate this occasion in true SpongeBob style. DFW is a great place to kick-start the 10th anniversary celebrations as he is a true superstar who has been winning hearts, minds and entire continents with his lovable antics."

Meanwhile, on the eve of his 10th anniversary globally, SpongeBob will strike a pose at the Delhi Fashion Week.