SpongeBob SquarePants Hits a New Milestone – Macy’s Appoints World-Renowned Character as 2014 Holiday Ambassador

  SpongeBob SquarePants Hits a New Milestone – Macy’s Appoints World-Renowned
  Character as 2014 Holiday Ambassador

   Exclusive SpongeBob SquarePants Collectible Plush Available This Holiday
   Season in More Than 600 Full line Macy’s Stores and Online at Macys.com

  “Square” Balloon Set to Make its Triumphant Return to 88^th Annual Macy’s
                  Thanksgiving Day Parade^® in New York City

Business Wire

LAS VEGAS -- June 19, 2014

Macy’s Parade & Entertainment Group and Nickelodeon today announced that
beloved pop-culture phenomenon SpongeBob SquarePants will serve as Macy’s 2014
Holiday Ambassador. Kicking off this November, an exclusive SpongeBob talking
plush complete with sound chip and Patrick and Plankton finger puppets will be
available exclusively in more than 600 full line Macy’s stores and Macys.com,
as part of the Macy’s collectible plush program that runs through December 31.
Adding to the holiday cheer, the first-ever ‘square’ balloon makes its 11^th
triumphant return to the Macy’s Thanksgiving Day Parade^® this November in New
York City.

SpongeBob SquarePants Macy's 2014 Holiday Ambassador (Photo: Business Wire)

SpongeBob SquarePants Macy's 2014 Holiday Ambassador (Photo: Business Wire)

“SpongeBob SquarePants has experienced many iconic moments over the last 15
years, and we are honored to add Macy’s coveted holiday ambassadorship to the
list,” said Pam Kaufman, Chief Marketing Officer and President Consumer
Products, Nickelodeon. “The holidays are a magical time of year and who better
than SpongeBob, the eternal optimist, to deck the halls with cheer this

“For over a decade, SpongeBob SquarePants has delighted millions of spectators
along the streets of New York City and several millions more in homes across
the nation, as he’s soared down the streets of Manhattan in the Macy’s
Thanksgiving Day Parade,” said Amy Kule, Group Vice-President, Macy’s Parade &
Entertainment Group. “We are overjoyed that SpongeBob will be adding Macy’s
Holiday Ambassador to his list of entertaining accomplishments as he helps
Macy’s kick-off the holiday season in our stores across the nation.”

Macy’s collectible plush program has for almost two decades, featured some of
the most beloved and iconic characters in history. Selected to highlight the
family fun and excitement that awaits shoppers at stores during the holiday
season, SpongeBob SquarePants joins a star-studded list of the world’s most
famous characters that in the past have welcomed the holidays at the retailer.
From the first plush of Babar the elephant to the most recent stars including
The Smurfs^™, Kermit the Frog, Scooby-Doo, Snoopy, Shrek^® and Mickey Mouse,
the plush has become a Macy’s tradition and a coveted collector’s item.

The SpongeBob SquarePants plush features SpongeBob’s laugh and loveable quotes
such as “Did you know you were my best friend?” and “I’m ready, I’m ready, I’m
ready,” and will be available for $15.95. In addition to the Patrick and
Plankton finger pals, owners of the plush will have access to exclusive online
added value components including a customizable and shareable digital holiday

As part of the program, SpongeBob will be featured in holiday collateral at
stores nationwide including posters and other signage. In addition, there will
be a number of in-store events that will feature the loveable character. At
Macy’s flagship location at Herald Square in New York City – the third most
visited site in the city during the holidays, annually attracting more than
350,000 visitors per day – custom-designed shopping bags featuring SpongeBob
will be distributed throughout the holiday season; a SpongeBob cold-air
inflatable will also adorn a marquee entrance to the store; and a window on
the famed 34^th Street side of the iconic department store will be dressed in
Bikini Bottom holiday flair with the exclusive plush and other holiday décor.

Floating at 44-feet tall, 41-feet long and 34-feet wide, SpongeBob’s helium
balloon will travel down New York’s most famous Parade route for the eleventh
time. Last year the quadrangular balloon received a state-of-the-art makeover
with the eternal optimist donning a holiday-themed ensemble for his second and
newest balloon in the annual holiday spectacular. The new design was
re-imagined by Nickelodeon and Macy’s Parade organizers to give it a fresh,
more vivid look. The balloon structure was also fine-tuned as organizers
accomplished an engineering feat, incorporating more than 800 tie lines in the
single chamber sphere that intricately pull together SpongeBob’s trademark
square shape.

Since its launch in July 1999, SpongeBob SquarePants has become one of the
most beloved animated characters in TV history, and a global pop culture
phenomenon. In its 15th year, the series continues to rank as the number-one
animated series with kids 2-11 on all of television, as well as one of the
most ‘liked’ animated series on Facebook, with more than 81 million fans. Over
the past several years, SpongeBob has averaged more than 100 million total
viewers every quarter across all Nickelodeon networks. SpongeBob SquarePants
is executive produced by creator Stephen Hillenburg, who previously worked as
a writer, director and creative director on Nickelodeon’s animated series
Rocko’s Modern Life. Paul Tibbitt served as a director and writer on SpongeBob
SquarePants for its first three seasons and is currently executive producer.

About Macy’s Parade & Entertainment Group

Macy’s Parade & Entertainment Group, a dedicated staff at Macy’s, Inc. are the
creative, marketing, design and logistics organization behind world-famous
events including Macy’s Thanksgiving Day Parade^® and Macy’s 4th of July
Fireworks^®. The group also oversees the creation and production of local
in-store and significant community events in cities across the nation. Its
partnership marketing team is responsible for creating strategic alliances
with companies that will add value to Macy’s retail and shopping experience.
From celebrity appearances and flower shows to extravagant fashion events,
tree lightings and parades; Macy’s Parade & Entertainment Group is charged
with bringing the magic of Macy’s to millions of people from coast-to-coast.

About Nickelodeon

Nickelodeon, now in its 35th year, is the number-one entertainment brand for
kids. It has built a diverse, global business by putting kids first in
everything it does. The company includes television programming and production
in the United States and around the world, plus consumer products, online,
recreation, books and feature films. Nickelodeon’s U.S. television network is
seen in almost 100 million households and has been the number-one-rated basic
cable network for 19 consecutive years. For more information or artwork, visit
http://www.nickpress.com. Nickelodeon and all related titles, characters and
logos are trademarks of Viacom Inc. (NASDAQ: VIA, VIA.B).

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