A 'SpongeBob SquarePants' game will launch on Roblox for the first time through a deal between Paramount and Gamefam.

Players within the existing SpongeBob Tower Defense game in Roblox can collect cans of the new Pineapple Paradise flavor as an in-game reward.

As part of the 25th anniversary of Nickelodeon’s “SpongeBob SquarePants” franchise, the new game “SpongeBob Simulator” will be available on Jan. 26 to Roblox’s 70 million-plus daily users.

Nickelodeon and Paramount are bringing SpongeBob SquarePants and Teenage Mutant Ninja Turtles to Roblox in two new standalone experiences, which will be developed by Gamefam.

Advertising inventory for the simulcast has already sold out, with the SpongeBob-themed activation a way to engage with consumers in the lead up to and after the game.

The "SpongeBob SquarePants" and "Teenage Mutant Ninja Turtles" Roblox experiences will be separate entities and are still being developed. Both immersive experiences will launch later in 2023.

Dive Insight: The NFL is leveraging popular characters and young consumer interest around Roblox to hype up Super Bowl LVIII and its family-friendly simulcast on Nickelodeon. Advertising inventory for ...