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October 2007 - Strategy Magazine
Upfront

Rethink spills pink ink

by By Carey Toane
page 9

Just in time for Breast Cancer Awareness Month, pink is the new yellow for one pop culture icon. SpongeBob SquarePants is trading in his trademark yellow pants for a pink pair - and asking Canadian women to do the same.

Nickelodeon and Viacom Consumer Products have collaborated with Toronto-based non-profit Rethink Breast Cancer on a limited-edition "SpongeBob PinkPants" line, launching late September in LaSenza, Sears and Wal-Mart stores across Canada. All proceeds will fund Rethink Breast Cancer's research, education and awareness programs.

While the Canadian campaign marks SpongeBob's first international pair of pink pants, the cartoon has tried on a few pairs in the U.S. in the past. Last year, Nickelodeon teamed up with Oakbrook, IL-based toy manufacturer Ty Inc. to produce a pink SpongeBob Beanie Baby in support of Breast Cancer Awareness Month.

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