Betty Boop is heading to Japan following a new campaign with J-esthetic salons.
Foulbi Co, Ltd, who operate a nationwide chain of over 100 esthetic salons and day spas, will incorporate the iconic visage of Betty Boop into its salons.
The full campaign kicked off in April and includes a range of media including print and digital ads, leaflets, web banner ads, shopping centre promotions and more.
A key highlight of the campaign is a Betty Boop J-esthetic advert running hourly each day from 9am to midnight on a 16x28-foot monitor on the outside of the famous Shibuya 109 building in Tokyo.
“We are so pleased to be working with J-esthetic on this project,” said Cathleen Titus, VP of international licensing at King Features, the worldwide licensing agent for Betty Boop proprietor Fleischer Studios.
“It is gratifying when a licensee is so enthusiastic about a property and Foulbi has adopted Betty as their national promotional icon.”
King Features’ Tokyo-based agent, Copyrights Asia, brokered and is managing the deal.