King Features unveils Popeye merchandising campaign for 90th anniversary - Licensing.biz

King Features unveils Popeye merchandising campaign for 90th anniversary

The firm has secured new domestic and international deals across apparel, footwear, prints, publishing and events.
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Everyone's favourite spinach-chomping sailor, Popeye is making a comeback in 2019 with a new licensing push from King Features Syndicate.

Popeye fans around the globe will be able to celebrate the salty sailor with new product from FUNKO, Sperrys, Saborn, Mezco, and more through 2019. The new offerings will cover a diverse range of categories including apparel, footwear, limited edition prints, publishing and events.

In recent years, America’s favorite Sailor Man has also found a home in streetwear style. King Features, focused on building the momentum generated by successful collaborations has secured new partners for trendy sportswear with H3 and apparel with A Bathing Ape that will launch in the U.S. later this year. 

King looks to continue this focus throughout 2018 and into 2019, having recently released a new brand logo and packaging, a fresh, interactive website, and a new YouTube channel. King is developing all-new creative based around streetwear trends to inspire potential new partners which will be unveiled at Licensing Expo. They are also developing new Popeye content for the first time in almost 15 years leading into his 90 anniversary next year.

“Over the last two years, we have worked to extend Popeye’s reach to new and younger demographics while enhancing engagement amongst our existing fans. As we head into his anniversary year we are continuing towards this goal with a strong focus on growing Popeye’s social platforms, creating new content for his anniversary, and fostering creative collaborations with high-end partners across the globe,” said Carla Silva, VP and GM, global head of Licensing for King Features. 

“Now, 2019 is primed to be Popeye’s biggest year ever with dozens of partners on board to help celebrate the pop-culture icon with exciting product lines, events, and content.”

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