SpongeBob becomes a brand, and the future exposure of the brand will increase by 3 times.

Testified in the name of Bikini Beach, no one would hate the SpongeBob who lives in the big pineapple under the sea.

You don't have to put SpongeBob on your arms like designer Marc Jacobs, but you can turn love into buying a variety of peripherals. Obviously, many people have already done this. According to the US news website Deadline, SpongeBob’s sales of peripheral goods have exceeded $13 billion.

In recent years, this yellow square with a tie has often appeared on a variety of clothes and shoes. In addition to all kinds of grotesque pirated products, more is SpongeBob animation and the joint cooperation of major fashion brands.

What really makes SpongeBob's fashion joints on the next level should be the Moschino 2014 Fall/Winter collection. Not many people thought that SpongeBob could even be on the fashion show, but designer Jeremy Scott took the SpongeBob to the T-stage. Of course, the whole series was created by Scott inspired by popular culture, so you can also see the McDonald's series and snack bag series. They show up with SpongeBob and there is nothing wrong with it.

SpongeBob is made by Nickelodeon, the children's media in the United States, and is responsible for various business collaborations. Jose Castro, senior vice president of the company's global fashion collaboration, told Quartz, the US news media, that Scott is the diehard of Nick's International Children's Channel and SpongeBob, and is also willing to let Scott bring SpongeBob to the runway. After this cooperation, more and more fashion brands began to contact Nick International Children's Channel, hoping to get the official authorization of SpongeBob.

“Slowly, we realized that in this increasingly crowded content and intellectual property market, it’s challenging to make a breakthrough and catch someone’s attention, one of them. It's very important to keep in touch with consumers, but it's also very cool.” Castro told Quartz, a Quartz lifestyle website.

Active cooperation with fashion brands is the way SpongeBob breaks out from all kinds of IP images. It seems that brands also like to work with SpongeBob. For example, Vans launched the Vans x SpongeBob joint series in February this year, which includes shoes, clothing and accessories. Last year, Moschino and SpongeBob twice cooperated to launch the SpongeBob RED capsule series. The proceeds from this series were donated to the Global Fund to Fight AIDS (TB and Malaria).

In the past two years, the tide brand has risen, and Nick International Children's Channel has also launched a joint series with streetwear brands such as Chinatown Market. Castro said that he is very optimistic about the street clothing market's help for SpongeBob IP. In order to better cooperate with street fashion brands, in April 2018, the brand marketing agency Stadium Status signed an agreement, which is responsible for SpongeBob's various celebrity cooperation, streetwear co-branding and high fashion co-branding.

In Castro's view, SpongeBob's co-branding strategy is in line with recent retail trends. “In a big department store, young consumers don’t like to see a lot of unfamiliar goods on the shelves. They like to see some niche flashes that offer them a 'exploration'. Nick The International Channel's SpongeBob joint series is similar to the limited edition products launched by the sneaker brand,” Castro said.

Although SpongeBob’s creator Stephen Hillenburg died on November 26 due to aging disease, SpongeBob and his friends still live in bikini beaches, SpongeBob’s way in the fashion world The better. Castro said that in the next year or so, the joint series launched by SpongeBob and fashion brands will triple.