Spongebob Squarepants: Everett Collection
EW Staff
May 28, 2004 AT 04:00 AM EDT

Why SpongeBob Squarepants made our list of powerful characters

Nickelodeon’s clever cleaning product has built a pan-demographic following, thanks to products like plush toys and toothpaste (his $800 million licensing value rivals Spidey’s). Paramount’s November movie will go a long way toward proving whether the kid-friendly character can expand his all-important adult cult.

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