BEIJING, July 16 (Xinhuanet) -- SpongeBob SquarePants, the fictional character of Nickolodeon's animated television series, is 10 years old.

Character SpongeBob SquarePants from the Nickelodeon cable network animated series "SpongeBob SquarePants" is shown in this undated publicity image released to Reuters July 13, 2009. The series is celebrating its tenth anniversary July 17, 2009. (Xinhua/Reuters Photo) Photo Gallery>>>

    Designed by marine biologist and animator Stephen Hillengurg, SpongeBob first hit television screens in May 1999.

    The character, a naive and goofy sea sponge who lives in the fictitious underwater town of Bikini Bottom, has been a favorite for both adults and children alike.

    Voiced by actor and comedian Tom Kenny, the character has also courted controversy and been seen by some as promoting homosexuality. In the cartoon series SpongeBob is often seen holding hands with his friend Patrick, something which has promoted him as a gay-icon amongst the homosexual community. However, his creator denies any such link.

    The large blue eyed, sponge with buck teeth typically wears a white shirt with a red tie and brown square trousers, hence his name "SquarePants".

    In his adventures he is joined by other unusual inhabitants of his undersea world including his pet snail Gary, an octopus called Squidward and Patrick, a star fish and SpongeBob's best friend. An optimistic and energetic Spongebob is often seen enjoying jelly-fishing and blowing bubbles.

    To mark "SpongeBob's" 10th anniversary, Nickelodeon and sister channel VH1 are throwing a massive celebration that would even put a smile on Squidward's face.

    As his voice over artist Kenny says, "The show is really born out of nothing more than to make something good and funny and making ourselves laugh."

    Nickelodeon has made millions from the franchise selling everything from SpongeBob macaroni and cheese to SpongeBob underwear. In 2004 feature film raked in 118 million U.S. dollars and DVD sales continue to make record profits for the television company.

    Last summer it even gained a presidential seal of approval when Barack Obama whilst on the campaign trail told TV Guide that his favorite TV character of all time was the lovable sponge "because 'SpongeBob' is the show I watch with my daughters."

    (Agencies)