Toyota is sure treading on dangerous marketing waters with the release of a SpongeBob SquarePants concept of its Highlander, especially since the last redesign was made to afford the mid-size crossover a more mature and serious appearance.
Created in partnership with Nickelodeon, the one-of-a-kind concept vehicle was unveiled on July 13, during SpongeBob Day at the Padres vs. Giants game in San Diego, California.
Even if you missed it, Toyota says it will give consumers and kids alike the opportunity to see the masqueraded Highlander as the car will “hit the road for a ‘Happy Driving!’ promotional tour throughout the U.S., bringing SpongeBob’s special brand of fun to seven locations across the country”. Woohoo…
As you can tell, Toyota seems ecstatic about the SpongeBob edition. “We are pumped and honored to partner with Nickelodeon, and especially SpongeBob, to help launch the all-new 2014 Highlander,” said Jack Hollis, Toyota USA VP of marketing. “Like the Highlander, SpongeBob is family friendly and just plain fun – what more could you want in a family vehicle and cartoon?”
Besides the coral and SpongeBob wrap on the outside, the Highlander concept’s most creepy/fun/silly (take you pick) feature is the customized interior that duplicates Bikini Bottom and its inhabitants in a very strange way…
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