King Features - the owner of properties including Popeye and Betty Boop - has appointed License2Brand as its agent for Greece and Cyprus.
Based in Athens, the firm will now work with properties include Betty Boop, Baby Boop, Popeye, Olive Oyl and Baby Popeye & Friends.
"In tough economic times like these, licensing classic characters is a proven time-honoured method of setting merchandise apart on retail shelves, attracting consumer attention and helping increase sales," said Cathleen Titus, VP of licensing for King Features. "We are delighted to retain the services the License2Brand, which has developed excellent relationships with quality licensees in a variety of categories, as well as the retail community."
Anthe Louizos, MD of License2Brand, added: "We are very excited to be working with King Features. We are confident that we can create fully integrated and innovative programmes that will result in substantial growth for King's classic properties in the territories we represent them in."
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