AtlanticSponge

Atlantic Monthly takes a break from its erudite content to muse on the Atlantic's most popular denizen, SpongeBob Squarepants. We've been caught in his net for ten years.

They quote Rowland Semiotics, "Sponge Bob is one of the greatest believers of he American Dream," and end by saying "he will not succumb to complication. His corner of the world is all levity." They exhort the drained adult to embrace him and salute his yellow flag. "It's a sign of life."

In 2001, I noticed Edinborough U. students watching a show I'd considered to be a US kid phenomenon. That was the first time I wrote about SpongeBob.

The first month of this blog included him, too. Happy 10th birthday, Sponge!

KudosTraderJoe

I had thought that Trader Joe's check-out balloons were there to create a festive atmosphere. But Friday I witnessed the thrilled little girl who got to choose her favorite color to take home (you already know it). Her father's grateful pleasure and her shy joy sent a smile down the line. One happy child created contagious happiness.

I began to spot balloons bobbing on strollers in surrounding blocks.

So simple and visible. If I were a food manufacturer, I'd consider branding the helium tank or taking the idea to another retailer in return for balloon message-sharing.