Nick Extends Health Deals


SpongeBob and his square pants are going on another health kick.

Last week, Nickelodeon and Viacom Consumer Products extended its partnership with General Mills' Green Giant brand and Pandol Bros. to put Nickelodeon characters on more healthy foods.

Starting in late summer, SpongeBob SquarePants will join the Jolly Green Giant on 19-ounce bags of frozen green beans, while Dora and Diego, of Dora The Explorer and Go, Diego, Go! fame, respectively, will land on vegetable blends of broccoli and corn. Packaging will include collectable stickers of the characters.

In addition, SpongeBob SquarePants branded packages of Mexican-harvested grapes from Pandol Bros. will be shipped this month to major grocery stores and warehouse clubs, with U.S.-grown seedless grape packages to follow in July. Pandol also acquired the rights to produce Dora and Diego branded products.

Nickelodeon began licensing characters for fruit and vegetable packaging in 2004.

Incentive grew the following year, after the network found that kids were increasingly asking mom to purchase those products in the supermarket. According to a study, 38% of kids 6 to 14 in 2005 asked for fruits and vegetables in grocery stores, up from 6% in 1998.

“We're thrilled to unite the Nickelodeon brand with the power of Green Giant, bringing together three iconic characters for the first time, SpongeBob SquarePants, the Green Giant and Sprout,” said Leigh Anne Brodsky, president of Nickelodeon and Viacom consumer products.