SpongeBob SquarePants, the longest-running kids' animated series, is riding a wave of momentum into 2026 following the success of The SpongeBob Movie: Search for SquarePants.
The film arrived in UK cinemas on Saturday 20th December 2025 and was supported by a dynamic marketing campaign featuring integrations in Roblox and Minecraft, impactful out-of-home placements, partnerships with Burger King and Waze and a comprehensive PR push. As part of the promotional activity, Paramount Pictures also hosted an engaging activation at Westfield Stratford, creating an immersive experience for fans during the festive season. This summer, the movie will land on Paramount+, creating a second major moment for the brand and driving renewed engagement after its theatrical debut.
Across consumer products, SpongeBob is experiencing record-breaking performance. In 2025, the brand delivered standout collaborations across fashion, beauty and lifestyle. Highlights include partnerships with Supreme, Stella McCartney, Wild, Made by Mitchell, Doodle Boy x M&S and a dedicated range at Home Bargains. The back end of the year also saw the launch of movie-related products from master toy partner Funrise, which flew off the shelves at retail.
With brand appetite at an all-time high, 2026 will bring more innovative collaborations and product launches aligned with the movie's arrival on streaming, keeping fans engaged.
On the content front, SpongeBob remains a powerhouse. In 2025, Plankton: The Movie premiered on Netflix, debuting as the No.1 kids' title globally. The franchise will continue to grow with the launch of its 17th season and Season 5 of The Patrick Star Show, ensuring fresh stories for fans worldwide. Additionally, the series expanded its reach in 2025 by joining CBBC, bringing SpongeBob to even more UK audiences.
In gaming, SpongeBob stands as one of the most successful IP games on Roblox, with SpongeBob Tower of Defense surpassing 500m global visits. THQ Nordic's Titans of the Tide launched in November 2025, and two SpongeBob-themed Fortnite experiences tied to The SpongeBob Movie: Search for SquarePants are now live, with a third coming in early 2026. Movie-themed merchandise is now available on Roblox, redeemable via Amazon gift cards. Fans can expect even more developments in this space throughout the year. With compelling content, innovative products and immersive experiences, SpongeBob SquarePants continues to captivate audiences and reinforce its status as a global entertainment icon.
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Based on an article featured in the January 2026 issue of Toy World Magazine.
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