Spongebob has a blog. He is a celebrity Squirrel Monkey, cute and with many adventures to tell. Not least that his girlfriend bit his foot.... you could not make it up ... Unless you were Freddie Star's publicist.
Spongebob went missing from the theme park and zoo in July but was later found being played with by children in Clapham. He had been kidnapped.
What a great way to build a brand and bring visitors to see this charming celebrity. More from the BBC.
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