‘SpongeBob’ Activations Hit Intu

Nickelodeon character inspires Easter activities in U.K. shopping centers.

Nickelodeon U.K. and Ireland has partnered with Intu shopping centers to launch “SpongeBob”-inspired activities in its shopping centers across the U.K. this Easter.

The “SpongeBob SquarePants Laughter Party” will encompass free activities for families such as a laughter limbo challenge, hysterical prank classes, snail slalom racing and an under-where pants hunt. The SpongeBob character will also make appearances at select Intu centers during the event.

“SpongeBob’s optimism and his sense of fun are infectious and Intu have done a brilliant job of distilling the essence of our favorite yellow sponge into really fun activities,” says Marianne James, vice president, consumer products U.K. and Ireland and European retail sales and marketing, Nickelodeon and Viacom Consumer Products. “Whether it’s learning some hysterical pranks, having a dance at the silent disco or meeting SpongeBob himself, visitors are bound to be tickled by what’s on offer.”

In addition to the “SpongeBob SquarePants Laughter Party,” children that visit the centers will also have the opportunity to receive a limited-edition SpongeBob Magazine and enter a competition to win a trip to the U.K.’s Nickelodeon Land at Blackpool Pleasure Beach.

The holiday activities will take place March 25-April 14.