SpongeBob, KANGDANIEL collaboration makes history


The collaboration between SpongeBob SquarePants and Kang Daniel, 25, of South Korea has been announced. The former is an animated comedy television series created for Nickelodeon by marine science educator and animator Stephen Hillenburg, 57, while the latter, also known as KANGDANIEL, is the winner of “Produce 101” Season 2.

“SpongeBob” premiered on Nickelodeon on May 1, 1999. Tom Kenny, 59, voices the title character and several other characters including Patchy the Pirate, Gary the Snail, French Narrator, Hans, Harold SquarePants, Dirty Bubble and Grandpa SquarePants.

SpongeBob is an energetic and optimistic yellow sea sponge living in a submerged pineapple. The Nickelodeon series of the same name is the most profitable property for Paramount Consumer Products, the retailing and licensing division of Paramount Global.

This is the first time the SpongeBob brand is doing an intellectual property (IP) licensing collaboration with a K-pop artist. It is also the first time KANGDANIEL is partnering with an animated character.


Headquartered in Manhattan, New York City, New York, United States, Paramount Global is collaborating with KONNECT Entertainment to design KANGDANIEL’s character as well as a special range of co-branded consumer products featuring SpongeBob and friends. This exclusive collection highlighting the K-pop artist’s personality, facial expression, hairstyle, clothing and accessories reflects the fun and optimistic outlook of SpongeBob.

“We are thrilled to announce this collaboration with KANGDANIEL, who himself is a fan of SpongeBob and the Bikini Bottom crew,” Paramount Consumer Products vice president and head of licensing in Greater China Jennifer Pang stated. “Like SpongeBob, KANGDANIEL is hugely popular and much loved around the world. We are sure that this collection is set to make a big splash and fans of both KANGDANIEL and SpongeBob will love what we have in store for them.”

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