Toyota sinks to Spongebob depths with custom Highlander

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Old 18 Jul 2013, 04:15 am   #1 (permalink)
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Default Toyota sinks to Spongebob depths with custom Highlander

From AB

Nickelodeon and Toyota Create SpongeBob SquarePants-Inspired 2014
Toyota Highlander

SpongeBob Concept Vehicle to Roll Out on Cross-Country Road Trip for
'Happy Driving!' Promotion

NEW YORK, July 12, 2013 - Nickelodeon and Toyota are making this the
best summer ever for SpongeBob fans with the creation of the first
SpongeBob SquarePants-inspired vehicle. The SpongeBob 2014 Toyota
Highlander will feature a custom SpongeBob-themed exterior and an
interior design that captures all of the beloved character's
high-octane energy. The one-of-a-kind concept vehicle will be unveiled
on July 13th, during Nickelodeon's SpongeBob Day at the Padres vs.
Giants game in San Diego, Calif. The car will then hit the road for a
"Happy Driving!" promotional tour throughout the U.S.,
bringing SpongeBob's special brand of fun to seven locations across
the country.

"We are thrilled to partner with Toyota to produce this truly
unique SpongeBob SquarePants-themed Highlander," said Pam
Kaufman, Chief Marketing Officer, Nickelodeon Group. "Through the
'Happy Driving!' program, SpongeBob fans across the nation will have a
chance to interact with SpongeBob in a whole new, four-wheeled

"We are pumped and honored to partner with Nickelodeon, and
especially SpongeBob, to help launch the all-new 2014 Highlander. Like
the Highlander, SpongeBob is family friendly and just plain fun – what
more could you want in a family vehicle and cartoon?" said Jack
Hollis, VP of marketing, Toyota Motor Sales, U.S.A., Inc.

As part of the "Happy Driving!" campaign, the SpongeBob
Toyota Highlander will visit seven locations, including Nickelodeon
Suites Resort, Orlando, Fla. (Aug. 2-4]; SpongeBob Shellabration,
Hollywood, Calif. (Sept. 7-8), Artscape Festival, Baltimore, Md.(July
19-21); Eat Real Festival, Oakland, Calif. (Sept. 27-29); Nickelodeon
Universe at Mall of America, Minneapolis, Minn. (Aug. 9-11); NASCAR
Sprint Cup Series at Chicagoland Speedway, Chicago, Ill. (Sept. 15);
Gourmet on Gore Festival (Aug. 30-Sept. 2); LA Auto Show, Los Angeles
Calif. (Nov. 30-Dec. 9). These events will feature character
meet-and-greets and photo opportunities, a prize wheel where kids and
families can win exclusive SpongeBob Toyota Highlander branded
premiums, airbrush tattoos and interactive areas where kids can create
a fun SpongeBob GIF to share with friends online.

The SpongeBob Toyota Highlander summer-long promotion will also be
supported online with a dedicated website and promoted through digital
display advertising and social media. Now through November, fans can
log onto to create their own design for the
SpongeBob Toyota Highlander; download kits for family road trips that
include SpongeBob branded printable games and coloring pages; watch
special behind-the-scenes footage of the making of the SpongeBob
Highlander; play SpongeBob online games; and enter the "SpongeBob
Highlander" sweepstakes for a chance to win a Toyota Highlander.
Additionally, fans can go to the Nickelodeon, SpongeBob and Patrick
Facebook pages to see photos of the SpongeBob Highlander's road trip
and the intricate design details of the vehicle.

The redesigned 2014 Highlander made its global debut on March 27 at
the 2013 New York Auto Show. The "Happy Driving!" tour
offers the chance to showcase the all-new model of the mid-size
crossover SUV. The 2014 Highlander has plenty of cargo room, enhanced
safety features and a sophisticated interior – making it the perfect
family vehicle to help people go places and make memories together. To
learn more about the all-new Highlander, visit

Beyond the Toyota partnership, Nickelodeon will be celebrating all
things Bikini Bottom this summer with a myriad of SpongeBob-themed
activities taking place nationwide, capped by the first-ever SpongeBob
Fan Shellabration at Universal Studios Hollywood, in Los Angeles,
Calif., Sept. 7-8. This summer, Gallery Nucleus will curate and host a
fan-created SpongeBob-themed art exhibition in Alhambra, Calif., July
27-Aug. 11. In August, Nickelodeon will announce the winners of the
first-ever SpongeBob SquareShorts: Original Fan Tributes, a global
competition that encouraged SpongeBob fans to create and submit short
films, across all genres, featuring everyone's favorite porous pal.
The winning short will be screened at the inaugural SpongeBob Fan
Shellabration in September.
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