Along with his friends Patrick Star, Gary the Snail and Sandy Cheeks, SpongeBob will serve as the character ambassador for the fundraiser, which will take place Sept. 19 and encourages supporters to make a donation in order to wears jeans to work or school.
Nickelodeon U.K. has also created an exclusive keyring featuring SpongeBob SquarePants sporting his new denim look, available now in the Jeans for Genes e-shop. Additionally, the partnership will be supported across Nickelodeon businesses, including at Nickelodeon Land, a part of Blackpool Pleasure Beach theme park.
"With his mix of positivity, kindness and now denim, we are confident SpongeBob SquarePants will be a fantastic ambassador for such a worthwhile cause," says Tina McCann, managing director, Nickelodeon U.K. and Ireland.
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