Monday, September 12, 2011

Nickelodeon Admits SpongeBob Not Fit For Preschoolers

A new study from researchers at the University of Virginia finds that watching SpongeBob SquarePants has a negative influence on preschoolers' executive functioning. Children who watched 9 minutes of the show scored significantly worse on assessments designed to measure memory and problem solving skills than children who watched a slower-paced cartoon or kids who spent 9 minutes drawing.

The findings are important, but perhaps not as important as Nickelodeon’s startling announcement when asked about the study. The children’s network told CNN that SpongeBob is intended for 6-11-year-olds, not preschoolers, which is a bit surprising considering that SpongeBob is consistently among the highest rated shows for young children. What could possibly have led parents to think that SpongeBob is meant for preschoolers?

It couldn't be these, could it?

Or this?
Or these?
There are thousands for SpongeBob products for children under six on the market. But in light of this study and Nick's earth-shattering announcement, I'm sure it's just a matter of time* before SpongeBob gets out of the potty seat, sippy cup, and footie pajama business.

*When Bikini Bottom freezes over.


  1. Simply GoGurt:

    Also stickers.

    Toddler Quilted Comforter Bedspread:

    etc., etc.


    i could go on and on...

  3. Juanita Richburg Seon, Founder and Director of Curtain Call Unlimited, Inc. -Advocates for Media Literacy- As a Grandmother and former Childcare Provider, I observed young ones watching Spongebob and acquiring terrible language and manners. I don't feel it is even good for 6 to 11 years old. Parents and Caregivers really should spend sometime watching and listening to Spongebob Squarepants and maybe they will wake up!

  4. Just saw this in a catalog delivered yesterday. A Sponge Bob book with sound buttons and matching plush toy for ages 18 months and up:

    Sponge Bob's Yard Sale Boxed Set

  5. Nickelodeon, Nick, and often simply called originally called Pinwheel, is an American cable channel owned by MTV Networks, a subsidiary of Viacom.

  6. I think at some point it's also up to the parents to regulate what their child is exposed to. If you child is walking around in pajamas that make him or her look like a poster boy or girl for Spongebob, the parents have already fallen into the advertising trap. In reality, do 3 year olds really need to be watching TV yet, or could their time be spent better engaging in another activity?

  7. That's an excellent suggestion H.E but putting them in front of the TV is the easiest thing for the parent to do.