Betty Boop continues to charm licensees - Licensing.biz

Betty Boop continues to charm licensees

King Features reports strong sales in stationery and non traditional categories for classic brand.
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The exclusive worldwide licensor of glamour icon Betty Boop, King Features has reported continuing strong sales across a number of categories for the brand, despite the tricky economic climate.

The character has maintained market share, while adding new categories and licensees to the programme. At retail, global chains including H&M and Oysho recorded solid sales of Betty Boop apparel, accessories and lingerie this year.

Stationery continues to be a strong category, with French firm Clairefontaine releasing a full range of back to school products.

A further indication of the brand's longevity and licensee loyalty, BB Designs is entering its ninth year as the principal stationery and bag partner for the UK. Many licensees have supported Betty Boop for ten years or more.

A move into non traditional categories has also boosted the brand. Computer peripherals have been produced by Premium Mobile in Europe and Multilaser in South America, while GHT France has created mobile handsets and there is also a successful debut card drive with the Bank of America.

In addition, Fun4U in Germany has scooters and Ironway in Italy produces bicycles.

Nestle Italia was also pleased with the results from a premium promotional campaign for chocolates, renewing for an additional term.

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