Beginning 1 March 2005, Singapore Airlines (SIA) together with Nickelodeon will introduce exclusive SpongeBob SquarePants inflight toys onboard all SIA flights (with
the exception of the Singapore-Kuala Lumpur route). Young travellers aged 12 and below will be treated to one of the seven exclusively created SpongeBob
SquarePants premiums to keep them busy throughout the journey.
What’s more, the much-anticipated Spongebob Squarepants Movie
should keep kids enthralled right through the flight on SIA’s award-winning inflight system,
Said Ms Betty Wong, SIA’s Vice-President Inflight Services, “We are delighted to present this double dose of SpongeBob SquarePants to entertain and amuse our junior
travellers. We want our flights to be fun. And what better way to do this than to keep our young flyers entertained with one of the world’s most popular cartoon
“Providing inflight toys is a first-ever for Nickelodeon and SpongeBob SquarePants and we’re excited to be partnering with one of the world’s best airlines. Our
partnership with Singapore Airlines is significant and we look forward to partnering with SIA on this exciting initiative. Given the popularity of SpongeBob SquarePants
and his friends, we are certain that the inflight toys will bring much fun to children of all ages (even adults) especially on the long-haul flights. We are confident that this
partnership will prove to be most rewarding,” said Ms Indra Suharjono, Vice President, Consumer Products MTV Networks Asia.
Created by Stephen Hillenburg, the television cartoon series, SpongeBob SquarePants, features the adventures of an earnest and happy-go-lucky sea sponge. Since its
premiere in 1999, it has become one of the most-watched TV-programmes among kids and adults around the world and the number one rated kids’ television show in
the United States for more than a year (Nielsen Media Research), beating Pokemon, the Powerpuff Girls and Scooby Doo. The series is in the top five rated kids
programs in Asia Pacific. SpongeBob SquarePants also picked up a number of awards including Best Television Special in World Animation Competition (2001), Parents
Television Council Best Show on Cable Television (2002), and an Annie Award for Best Animated TV Production 2005.
SpongeBob SquarePants premiums are supplied by Maxx Marketing, a promotions and marketing company.
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