New collection celebrates Olive Oyl’s confident personality.

License Global

April 28, 2023

2 Min Read
Olive Oyl pajamas.
Olive Oyl pajamas. Loungerie

To celebrate Mother’s Day, Loungerie, a Brazilian lingerie brand, is debuting a collection starring Olive Oyl. Her personality inspired this collection, which seeks to transcribe, through Olive’s image, a woman who can be anything she wants. 

For this launch, the brand developed pajamas and gift items that follow its DNA incorporating imagery of Olive. 

“When we saw the opportunity to develop this collection, we were certain that it would be an intelligent strategy for our products since Olive Oyl carries her strong characteristics as a form of manifest just like Loungerie, which seeks to position itself and reinforce that women are not constructed by stereotypes,” says Adriana Tapajós, head, product, Loungerie. “And, thinking about Mother’s Day, despite the character not having children, the creative idea fits very well, assuming that, in addition to care and affection, a mother can also be daring and empowered.” 

As the highlight of the collection, the Mother and Kids coordinating pajamas feature classic modeling and a print applied to the back of the shirt. The children’s model follows the same characteristics but with a print of both Olive Oyl and Popeye. 

In addition to loungewear items, in a match to Olive Oyl’s color palette and the collection pieces, Loungerie has developed an exclusive cardholder for Mother’s Day and a red water bottle with the quote, “I am what I am.” 

Related:J-Oil Mills Extends Promotional Partnership with Popeye and Olive Oyl

“As a brand that embraces the qualities that make each woman unique and special, Loungerie is an ideal partner for Olive Oyl, who has celebrated her individuality for over 100 years,” says Carla Silva, vice president and general manager, global head, licensing, King Features. “We are thrilled to celebrate Mother’s Day together with this special collaboration.” 

King Features Syndicate, a unit of Hearst, owns Olive Oyl. Vertical Licensing, King Features’ licensing representative in Brazil, brokered the Loungerie x Olive Oyl partnership. The collection is available now at the brand’s physical stores and e-commerce shop. 


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License Global

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