In an episode of the children’s cartoon “SpongeBob SquarePants,” SpongeBob tries to prank and scare his grumpy neighbor Squidward with a drawing named DoodleBob. However, the prank backfires when DoodleBob, who resembles SpongeBob, comes to life and runs around Bikini Bottom causing chaos.

Younger consumers can channel their own creativity, sans chaotic comics that come to life, thanks to Oodles of Doodles, a clean-label canned water brand for children that recently launched in the United States.

Oodles of Doodles even launched a limited-edition Pineapple Paradise flavor in collaboration with Paramount’s film “The SpongeBob Movie: Search for SquarePants,” which premiered in December. The collaboration includes five collectible can designs featuring SpongeBob and his friends, with each doubling as a doodle surface.

Alisha Eason, CEO of Oodles of Doodles, says the Paramount collaboration is the first of several planned partnerships designed to “meet kids where their imaginations already live.” The team is actively exploring additional creative partnerships that combine fun characters with better-for-you hydration, she notes.

Eason describes the current canned water market as growing rapidly, especially as families search for healthier, more sustainable beverage options.

“Parents are increasingly choosing low- or no-sugar drinks that still feel fun and engaging for kids, and canned formats fit that need with convenience, recyclability and a wellness-forward feel,” Eason says.

As for the kids’ beverage market, she notes the space has been slow to evolve.

“Many traditional options are still high in sugar, filled with artificial ingredients and low in nutritional value,” Eason states. “Today’s parents are demanding transparency, clean labels and better-for-you options. Kids are also gravitating toward less sugar than other global regions, which creates an opportunity for modern, healthier alternatives.”

Oodles of Doodles was founded by parents who wanted a healthier beverage option for their kids — something fun, colorful and approachable that did not compromise on clean ingredients, Eason explains.

“It was created to help kids enjoy drinking water while giving parents full confidence in simple, transparent nutrition,” she says.

The brand opted for interactive packaging because it was built on the idea that hydration can and should be both fun and functional, Eason notes.

“By turning each can into a doodle surface, Oodles of Doodles encourages creativity, self-expression and engagement,” the CEO says. “The team intentionally took things back to basics, letting the can be the creative element that makes kids excited to drink the product.”

The brand’s portfolio includes five core flavored waters: Orange and Vanilla, Green Apple and Lime, Strawberry and Watermelon, Black Cherry and Vanilla, and Grape. Each can contains 5 calories, 1 gram of sugar, 3% real fruit juice and no preservatives, dyes or GMOs.

Headquartered in Abu Dhabi, with offices in New York, Barcelona and Cape Town, Oodles of Doodles is actively expanding its U.S. retail footprint and has new flavors and partnerships consumers should be on the lookout for, including the Pineapple Paradise flavor. The brand expanded its U.S. footprint in December, with availability on Walmart.com, Amazon and additional retail partners.

“Continued national expansion is a key focus moving forward as the brand scales to meet growing demand,” Eason adds.

The brand is introducing Hydration Sticks early 2026, which Eason says are formulated specifically for kids and offer electrolytes and vitamins for better daily hydration and active-day recovery.

The portfolio includes both flavored and fizzy waters. Eason explains the significance of offering both options in the Oodles lineup.

“The sparkling range gives kids the fizzy, soda-like experience they love, but without the sugar, artificial ingredients or calorie overload,” she says. “The still range offers a smoother, gentler sip with the same bold flavor kids crave. Together, they bridge the gap between traditional, sugary kids’ drinks and today’s better-for-you beverage options.”

A fun future

Looking ahead, Eason says the future of the category is centered on clean ingredients, reduced sugar, transparency and products that align with modern family wellness choices.

“Oodles of Doodles fits into that evolution by bridging the gap between traditional kids’ juices and modern functional beverages, offering something playful for kids and clean-label for parents,” she states.

The brand is focused on making hydration even more portable for families on the go, the CEO shares, including options that support active kids with added electrolytes for better hydration and recovery.

“Oodles of Doodles is committed to the long-term movement toward healthier kids’ hydration,” Eason says. “The brand focuses on creativity, inclusivity and real ingredients, and is working to redefine what a kids’ drink can be: nutritious, engaging and designed for everyday life. The team is also dedicating to making kids part of the journey, reinforcing that everyone is a doodler.”

Eason shares that in 2026 the brand is set to launch a new nationwide contest inviting kids to design artwork for an upcoming flavor, giving young artists a chance to help shape the future of the brand and see their creativity featured on shelves.