May 31, 2007 6:05 AM, PROMO Xtra

SpongeBob SquarePants and friends are pushing healthy eating with Green Giant veggies

Nickelodeon & Viacom Consumer Products is expanding its good-for-you focus by adding its popular characters to frozen and canned vegetables.

The group has forged a new deal with General Mills’ Green Giant brand to feature SpongeBob SquarePants on frozen packages of green beans and Dora the Explorer and Go, Diego, Go characters on bags of broccoli and corn.

Each package features collectible stickers of the popular characters. The first products due out include 19-ounce bags of low-fat frozen vegetable blends in sauces. Later this year, Green Giant will distribute character-branded cans of corn and green beans.

General Mills plans to use coupons and PR to support the licensing initiative, a company spokesperson said.

“Parents tell us that they look for motivating ways to encourage their kids to eat vegetables,” said Jon Nudi, marketing vice president, Green Giant, in a statement. “Teaming the Nickelodeon characters with Green Giant vegetables through packaging offers parents extra tools to teach their kids healthy habits.”

This month, Pandol Bros. Inc. will feature SpongeBob SquarePants-branded packages of Mexican-harvested grapes in grocery stores and warehouse clubs nationwide. U.S.-grown seedless grapes featuring the character will ship in July. The deal also includes licensing of Dora the Explorer and Go, Diego, Go products.

Nickelodeon has been licensing its characters for use on fruits and vegetables since 2005. The goal is to encourage healthier eating habits among children.

The company has expanded its licensing deals to include carrots, spinach, peaches, plums and nectarines, among other items.

A recent study found that kids like to eat healthy. Some 38% of kids ages six to 14 ask for fruits and veggies when grocery shopping compared to 6% seven years ago, it found.

For more coverage on entertainment marketing

DON'T MISS AN ISSUE! PROMO Magazine provides insights into using promotion marketing as strategic, measurable component of an overall marketing mix. DON'T MISS OUT on "how-to" information on strategies and tactics successful marketers use to improve product sales and brand image. Renew your subscription Subscribe to the magazine Sign up for email newsletters

A panel of professionals answers your questions. Submit your questions.
		Michael McKelvie Gift Cards and Reward Cards
		Bob Bell Tie-in Partnerships
		Dave Hunt Rebates
		Bruce Hollander Sweepstakes
		Joel Parent Interactive
		Become an Expert More Info