In SpongeBob Schwammkopf, readers get more than their monthly fill of all things SpongeBob. For a decade now, the magazine has housed gag strips, puzzles, stickers, character biographies, and up-to-date info on everything there is to know about Bikini Bottom. Egmont Ehapa ships the German-language magazine to newsstands and toy stores in Austria and Switzerland, in addition to local retail and specialty shops in Germany. According to the new licensing agreement with Nickelodeon Consumer Products Germany, Ehapa will continue to publish the item through the year 2015.
Although SpongeBob Schwammkopf targets boys and girls aged four- to ten-years-old, an incredible 84% of the readership is male. Nearly half (47%) of the total readership, male and female, fall into the sweet spot of six- to nine-years-old.
Notable sections of SpongeBob Schwammkopf include quiz pages dedicated specifically to knowledge of the SpongeBob SquarePants characters and stories, double-sided posters, and until recently, original comics. Lately, the comics have been replaced with previews of episodes from the cartoon, complete with screenshots and summaries. Just about every issue of the magazine comes with a toy as well: an umbrella, a mini handheld electronic, a finger skateboard, or something altogether kind of weird, like a toast stamp, accompanies the magazine. Sometimes, SpongeBob Schwammkopf will include cross-promotional item, or rather, toys from other programs on the same consumer product route, as with a recent promotion with Ninjago.