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Popeye continues to expand into new international markets in 90th year

King Features Syndicate is expanding the Popeye licensing programme into new international territories as it builds on a strong year of global growth for the brand now celebrating its 90th anniversary.

Popeye has now made the move on emerging markets India, Korea, and Russia with a string of new international licensing agencies.

Following their recent appointment as King Features’ international agent in India, Black White Orange is off to a strong start with three apparel partnerships for the full Popeye cast of characters, including Popeye, Olive Oyl, Bluto and Phantom that target a younger demographic.

Now available, Bioworld launched a new line of adults and youth tees, with additional designs heading to retail soon. Bestseller also debuted an apparel line featuring the iconic characters for their popular Jack & Jones brand, which targets India’s youth demographic.

Additionally, Reliance Trends is launching an apparel line for Phantom and Popeye, which will be in stores by the end of 2019.

In South Korea, King Features’ agent Asiana Licensing brokered new deals to elevate Popeye in the region. In partnership with BR Korea, Popeye is heading to Dunkin Donuts for new donut flavours and packaging featuring the sailor and Olive Oyl. Additionally, GeumSan Gingseng Cooperative is debuting Popeye branded ginseng drinks, while 3D Icons is launching Popeye novelty items including noodle cup covers and figures.

Finally, in Russia, King Features’ agent Megalicense continues to see success in the nutrition category, with a line of Popeye Supplements.

“We are excited to bring new and unique product offerings starring Popeye to territories where we know he has a strong fan base but have only had a limited licensing program in before,” said Carla Silva, VP and general manager, global head of licensing for King Features. “We are seeing tremendous results from our partnerships with Black White Orange, Asiana, and Megalicense and look forward to growing Popeye and our other iconic characters’ merchandising campaigns together.”

King Features has shown strong international growth in recent months with new licensing deals and product offerings, the appointment of additional new agents CPLG in Germany, M.J.A. Licensing in France, Caravanserai & Partners SL in Iberia, and renewed relationships with 10 current international agents.

About Robert Hutchins

Robert Hutchins is the editor of Licensing.biz and ToyNews. Hutchins has worked his way up from Staff Writer to the position of Editor across the two titles, having spent some six years with both ToyNews and Licensing.biz, and what now seems like a lifetime surrounded by toys. You can contact him by emailing robert.hutchins@bizmedia.co.uk or calling him on 0203 143 8780 You can even follow him on Twitter @RobHutchins3 if ranting is your thing...

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