MTV’s classic animated series Beavis and Butt-Head is expanding its licensing activity courtesy of a new partnership with Dr. Martens.
Next March will see the guffawing pair make their mark within footwear, apparel and accessories for adults in a cross branding partnership with Viacom International Media Networks.
Based on the adventures of the 90s animated lunkheads form the MTV sitcom, the collection includes two different pairs of Dr Martens signature eight-eye boots as well as a t-shirt and large leather backpack.
The range will be aimed at the legions of Beavis and Butt-Head fans across the world, a fan base that was revived with the relaunch of the series in 2011.
The collections will be available globally in Dr. Martens stores as well as in ecommerce shops and key wholesale partners.
This is the second collaboration for Dr. Martens and VIMN, having licensed a line of Teenage Mutant Ninja Turtle products earlier this year.
“Dr. Martens footwear holds a special place in culture today. After the success of the Teenage Mutant Ninja Turtles co-branded line with Dr. Martens in 2016, we are thrilled to be bringing another one of our iconic properties to this partnership,” said Ron Johnson, executive vice president, Nickelodeon and Viacom Consumer Products.
“Dr. Martens is an awesome brand, ideally suited for fans of Beavis and Butt0Head – who are constantly searching for another way to interact with their favourite characters.”
Darren Campbell, global VP of product and marketing at Dr. Martens, added: “We are happy to once again be partnering with VIMN to bring a classic property – in this case, Beavis and Butt-Head – to fresh new Dr. Martens footwear, apparel and accessory items.”
The Beavis and Butt-Head boots will retail for £125, the t-shirt for £40 and the large leather backpack for £150.