King Features Syndicate has reached a deal with Merchantwise for the agent to represent its brands across Australia and New Zealand.
The Melbourne-based firm will work on programmes for properties including Betty Boop and Popeye - dealing with licensees on product development, design and SKU plans, as well as securing retail support and dstribution.
"Popeye and Betty Boop are two of the most powerful licensed cartoon brands in the world," said Alex Ishchenko, director of Merchantwise. "We want to ensure that the merchandising programmes we create are not only relevant to the unique character of the Asia Pacific marketplace, but also true to the identity of each of these characters so that they remain fresh and vital through new and innovative products and services."
Cathleen Titus, VP of international licensing at King Features, added: "We are delighted to be working with Merchantwise. Australia and New Zealand offer great growth potential for the licensing business and we are confident that the company will create well-rounded programmes that faithfully represent our properties."