You can build literally anything with these Bendaroos – under or over the sea.

Licensed merchandise is a double-edge sword. You might appeal to a certain audience segment by slapping some popular character or logo on your package – and you might just as easily drive away an even larger segment. Right now, across America, there are thousands of perfectly serviceable denim jackets that never get worn because they have Joe Camel or somebody stitched across the back. That’s fine when all you’re asking from your customers is Camel Cash.

But it’s dangerous when you need them to pay real money. Case in point: this 2-pack of Bendaroos, including 600 of the bendable, foldable building sticks in a wide variety of colors, suitable for building just about anything, over and over again. Hours of fun! Infinite creativity! Who wouldn’t want that?

People who don’t care about SpongeBob SquarePants, it turns out. Because these sets were marketed with the manically grinning visage of basic cable’s favorite sessile metazoan. Even though you can use them to make anything, the non-Sponge-friendly sector of the market took one look at the package and moved on.

Their loss. Your gain. You can play with the Bendaroos however you want. Throw the SpongeBob stuff in the garbage. Or use it to make SpongeBob characters, if that’s your thing. Ignoring the SpongeBob aspects of this Bendaroos 2-Pack is a lot easier than ripping Joe Camel embroidery out of denim.

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