IS THAT A SPONGE IN YOUR PANTS?

Burger King, Miami, taps Nickelodeon’s "SpongeBob SquarePants" for a four-week promo breaking this week.

Seven toys that can be used dry or under water accompany Big Kids Meals and Kids Meals. BK claims that one, the 18-inch SpongeBob’s Kelp Plunge (a color-changing character flip-flops down a high dive), is the tallest premium any QSR has ever offered. (The chain’s January connectable Rugrats tree house was 17 inches.)

Support includes in-store merchandising via DraftWorldwide, Chicago, and TV spots via Campbell Mithun, Minneapolis.