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!

NY Licensing Show starts tomorrow!

I'm packing my wheelie in anticipation. Last time I went was in 2005 when I was disappointed in the lack of originality: Hello Kitty!, Barbie, Marvel Superheroes, same old stuff--except Chronicles of Narnia which had many people scratching their heads. Would it work? It was religious after all.

But it's doing fine--another in the trend toward literary properties for kids.

I'm taking the twins, Edgar & Ellen who, with eight books under their jammies, are beginning their licensing journey outside the US.

Kids are quick, sales follow

It astounded me to see how a 1.5 second appearance of a previously unadvertised book within a sweepstakes commercial made an immediate difference in its Amazon sales rank. Edgar & Ellen's Mischief Manual had previously ranked last among the Edgar & Ellen books but it flew to the top during the promotion period. It was briefly mentioned as part of a prize package for an Edgar & Ellen Party in a Box on Nicktoons Network.

More proof that today's kids have an uncanny ability to grasp visual information at high speeds. Maybe auditory, too.

Will and DeWitt now in a bathroom near you

I'm intrigued to see the little P&G Kandoo Frog appear in a Kids WB! TV show called Will and DeWitt as the helper to a little boy named "Will"--as in "power", get it? The brand is takin it "toddler power" positioning beyond potty training. http://kidswb.com/shows/will-dewitt

I didn't know you were allowed to make TV shows from established characters (like Ronald McDonald). Clearly, it's a bright marketing move by the company that brought us soap operas. P&G packaging and FSI's bring unbeatable targeted media impressions to the show's launch.

Edgar & Ellen's April Fools' Day Prankemonium!

Woohoo! I just got back from New York where they told me that Nicktoons Network will celebrate Edgar & Ellen in a big way on April Fools' Day.

Not only will they premiere our "Nobody's Fools" special--but they intend to run each of the other four specials, too. I'll let you figure out their seasons by their titles: "Accept No Substitutes," "Trick or Twins," "Cold Medalists," "Crushed."

The mishcievous pranksters series will debut in August.

Is it wishful thinkig or do I detect a new trend brewing?

Kid promos in Delhi

I had been in India for less than 24 hours when I saw a TV commercial for this promotion on a kids cable channel and then witnessed this boy put the product (Sunfeast noodles) in his cart at a grocery store called "Big Bazaar".

His indulgent father pointed at the premium to indicate why his son had chosen these particular noodles. There was abolutely NO resistance from his parents to this purchase.