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.
For licensing enquiries, contact ukcpmarketing@paramount.com.
Update (8/5) - From the May 2026 issue of Toy World Magazine:
LAS VEGAS
LICENSING EXPO 2026
MAY 19-21
Paramount
ukcpmarketing@paramount.com Stand 0180
Paramount Products & Experiences will once again take centre stage at the 2026 Las Vegas Licensing Expo, showcasing a robust portfolio of world-class franchises that continue to resonate with fans of all ages and drive strong consumer demand globally.
Paw Patrol continues to set the benchmark in pre-school entertainment, remaining as the No.1 pre-school property in the UK, according to Circana (2025). The franchise's momentum has been further reinforced by its performance on streaming, with Paw Patrol claiming the No.1 position in Netflix kids' content by hours viewed in H2 2025 globally, driven by its debut on Netflix US, according to the newly released H2 2025 Netflix Kids Content Performance Report. This success builds towards a major cinematic moment in August 2026, with Paw Patrol: The Dino Movie landing in UK cinemas on 7th August. The third theatrical instalment in the franchise is set to fuel momentum across consumer products and retail. Looking beyond the movie, Paw Patrol's evolution continues, with new content and fresh thematics planned from 2027, designed to keep little fans engaged as they grow with the brand.
A true pop o culture icon, SpongeBob SquarePants continues to go from strength to strength as the longest-running kids' animated series. Following the recent theatrical release of The SpongeBob Movie: Search for SquarePants in December 2025, the franchise continues to deliver strong performance across content and consumer products. The core SpongeBob SquarePants series is now also available on CBBC, with the channel added as a new destination for fans to watch content, significantly increasing accessibility for UK audiences. SpongeBob's strength is also reflected in Netflix global streaming data, with the franchise dominating comedy animation at 143m hours viewed, sitting 40% ahead of its nearest competitor. Across consumer products, SpongeBob is experiencing record-breaking performance (Circana UK, 2025), fuelled by high-profile collaborations with brands including Made by Mitchell, Wild, Crocs and Adidas. With brand appetite at an all-time high, 2027 and the years to come will see further innovative collaborations and product launches.
Paramount is also powering up investment in one of its most iconic cross-generational IPs, Teenage Mutant Ninja Turtles. Sweeping plans are under way to expand the franchise through multiple ventures, including a pre-school-targeted digital series and two upcoming theatrical releases. The brand has also seen recent high-profile tie-ins, such as Wizards of the Coast's Magic: The Gathering and development on the VR game Empire City. A major milestone for the franchise is the announcement of a multi-year global licensing partnership with Mattel, which will see a broad range of TMNT consumer products roll out worldwide from 2027, spanning action figures, play sets, vehicles, games, collectibles and role play. New product lines will also align with the theatrical animated sequel Teenage Mutant Ninja Turtles: Mutant Mayhem 2, releasing on 13th August 2027, followed by a new theatrical live-action/CG hybrid film in 2028, further reinforcing TMNT's position as a leading brand for retail and licensing partners.
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Originally published: January 06, 2026.
Based on an article featured in the January 2026 issue of Toy World Magazine.
