How Nickelodeon’s SpongeBob meme toys have been birthed by the web

How Nickelodeon’s SpongeBob meme toys have been birthed by the web

To rejoice SpongeBob Squarepants turning 20 this 12 months, Nickelodeon launched a “Masterpiece Memes” vinyl figurine assortment that includes essentially the most beloved memes birthed from the present, together with “Imaaagination SpongeBob” and “Good-looking Squidward.” The Eight-inch collectible figurines, retailing for round $20 every, instantly bought out once they have been first launched, chatting with the enduring recognition of the present and the way carefully it mirrors the web’s language.

“The SpongeBob memes are a high vendor. It’s simply that popular culture, that older viewers,” says Freddy Tutiven, Nickelodeon’s artistic director of toy design. Now Nickelodeon is engaged on the second wave of SpongeBob meme toys. Like the primary wave, which memes are chosen will probably be decided by fan demand.

There aren’t quite a lot of different reveals which have a pure connection to memes to the diploma that SpongeBob has, however the success of the road has given Nickelodeon some concepts for different meme collections. “I believe the following one, I may be speaking too quickly, however it may be Rugrats,” Tutiven says.


All through his 10 years at Nickelodeon, Tutiven has supervised the designs and improvement of hundreds of toys, ones created each internally and thru licensees. He additionally teaches toy design on the Style Institute of Know-how (FIT), a two-year BFA program that covers every little thing from conventional mannequin making to technical engineering and product security. Tutiven confirmed me round Nickelodeon’s Shopper Merchandise division the place I received to see idea artwork, one-of-a-kind prototypes, and uncommon artwork toy collections.


An anatomical Patrick sculpture from artist Jason Freeny’s Hidden Dissectibles line.

How does a toy develop into a collector’s merchandise? “It’s all fan-based. Numerous popular culture artists, they gravitate to sure characters, after which they method us, or we discover them and say, ‘Hey, it’d be nice to do a collaboration.’”


Inktober sketches from the design group. “We had a basket of phrases, the place we simply took out two phrases after which made new sketches out of that.”


A wall of idea artwork that includes different Viacom properties like High Gun (which will get licensed to different toy firms like Funko), Teenage Mutant Ninja Turtles, and Paw Patrol, in addition to YouTube star JoJo Siwa. Siwa has an unique licensing take care of Nickelodeon and has bought 35 million bows alone since 2016. “What’s wonderful about her, is that she does quite a lot of her personal community. Anytime we make a product, she is a promoter of her personal model,” Tutiven says.


A standard maquette of CatDog, which was first sculpted in clay, then created right into a mildew and accomplished with resin. Maquettes are used as “tough sketches,” in a way, to get a really feel for what a toy will appear to be, in addition to present the manufacturing companions with a mannequin to work off of. “Now with expertise, we don’t ship these anymore. We simply ship the rigs and the 3D information to our companions, however it’s an awesome start line.”


A maquette for a TMNT Krang figurine that by no means made it to manufacturing, for being too massive and costly.


A whole closet stuffed with maquettes, that includes characters from reveals like The Pretty Odd Mother and father, Dora the Explorer, and Rocket Energy.


Stuffed plush toys are significantly more durable to make than laborious collectible figurines, as a result of they first should be stitched by hand. “This helps us with the consistency of our model characters,” Tutiven says. On the left is the one-of-a-kind, handmade tough of a TMNT toy, which serves because the mannequin to copy for the mass-production model bought in shops. All college students within the FIT toy design program should take a stitching course.


Spongebob-themed kitchen equipment: gradual cookers, measuring cups, and a Krusty Krab ceramic butter dish, the place the signal additionally doubles as a butter knife.

Pictures by Dami Lee / The Verge

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