I love this bit about the strategy being used to promote SpongeBob in Japan:

New York-based Viacom carefully orchestrated SpongeBob's introduction to Japan in 2000. It targeted young women, viewed as trendsetters, through licensed products and sought to give SpongeBob an underground appeal through word of mouth.

Showings of "The SpongeBob SquarePants Movie" were restricted to artsy theaters. A hip-hop designer created SpongeBob jewelry. A pop star was signed to praise the cartoon character in the local media. Glossy magazines targeting teenagers ran stories on him.

SpongeBob: cult hit!

SpongeBob's massive popularity still mystifies me. Then again, I did go see the movie and did laugh my ass off watching it. So perhaps I shouldn't be so mystified.