Who lives in a pineapple under the sea? SpongeBob SquarePants!
Because of his unique position, Paramount Consumer Products and Nickelodeon hooked him for a brand-new global ocean conservation and sustainability initiative: Operation Sea Change.
Through partnerships with several nonprofit organizations — including the Waterfront Partnership of Baltimore, the Coral Restoration Foundation, Plastic Oceans International, Surfers Against Sewage, and WORK — Operation Sea Change intends to help remove and divert 5 million pounds of ocean plastic over the course of four years by funding cleanup projects. Funding is being provided by grants from the SpongeBob SquarePants: Operation Sea Change Fund at Tides Foundation.
“With this initiative, not only are we funding change but reinventing how we do business by creating a global effort around sustainability, while also being afforded the opportunity to honor the legacy of the incomparable Stephen Hillenburg, marine biologist and SpongeBob SquarePants creator, who was so deeply committed to preserving our oceans and marine life,” says Paramount Consumer Products’ Executive Vice President of Global Franchise Planning Veronica Hart.
In conjunction with the nonprofit efforts, Paramount Consumer Products, which oversees all licensing and merchandising for global media and entertainment company Paramount, will work with current SpongeBob SquarePants consumer products partners to not only drive more sustainable practices and reduce single-use plastic in products, but to curate partnerships with new brands to create innovative product lines.
Fans around the world can engage with the initiative by attending on-the-ground events and utilizing educational resources that connect them with ways to become a part of the undersea movement and take action in their own communities. Branded products aim to rally consumers to get active through education and information about specific conservation-focused organizations they can support.
Launching in late 2022 and early 2023, products include a branded kelp patty from AKUA; apparel from Conscious Step, with a portion of the proceeds to be donated to Oceana; boys’ and girls’ shoes branded shoes exclusively available in Australia; beachwear from Seaesta Surf; and a line of apparel made from recycled fabrics from Waterlust, with the option to donate to the Ocean Institute in California.
Nickelodeon will use the full power of its multimedia empire to promote the movement across its social, digital, and linear channels. This includes the planned expansion of the initiative next year with new partnerships and products, additional content, and activations to continue allowing fans to get involved.
