DreamWorks Animation has appointed CPLG for its brand Felix the Cat across EMEA and North America.
The new licensing deal will see CPLG establish the property as a cross-category lifestyle brand by developing a range of products for retail.
CPLG will launch Felix the Cat in fashion at key retailers from late 2016 with a full cross category rollout starting from 2017.
Steve Manners, executive VP of CPLG, said: “Felix the Cat is a timeless classic, with appeal across all ages, whose cultural influence can be seen across art, music and fashion.
“We are delighted to be working with DreamWorks Animation to develop Felix as a lifestyle brand worthy of his heritage.”
New style guides will also draw upon the brand’s archive, which dates back almost 100 years, with development of seasonal trend guides also expected.
Jonathan Baker, head of international licensing at DreamWorks Animation, added: “Felix the Cat enjoys incredible heritage and CPLG is the perfect ambassador to amplify the brand with a number of fantastic, cross-category product initiatives across EMEA and North America.”