Nickelodeon today is unveiling a merchandise collection on NASCAR’s official online store around this Saturday’s Sprint Cup Series SpongeBob SquarePants 400. The merchandise, which ranges in price online from $19.95 to $49.95, will also be available trackside at Kansas Speedway, where the facility has taken on a definitively SpongeBob feel for this weekend’s festivities, with the frontstretch grass emblazoned with the race logo and the backstretch featuring a 900-by-70-foot mural with designs of the character. Nickelodeon VP/Sports Marketing Anthony DiCosmo said that for the race, the network will also have a bevy of static signage throughout the track showing characters cheering on the drivers, plus seven costumed characters roaming the grounds. Furthermore, Nickelodeon will have a kids' zone at the speedway that will have traditional youth activities like face painting and temporary tattoos, plus a photo-op with the race trophy and one of the cars that will feature a SpongeBob paint scheme this weekend. Nickelodeon also will use the race as an opportunity to film content for its NickSports channel, as it will have a camera crew on hand in the pits to ask drivers and pit-crew members questions related to how science affects racing. DiCosmo said that Nickelodeon's social and digital channels will also have a great deal of content focused on the race this weekend. He declined to comment on any media buys the net may have purchased for the race.
