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King Features Expands Popeye, Betty Boop in France

King Features Syndicate, a unit of Hearst, has appointed a new international licensing agent for select categories in France.

M.J.A. Licensing will look to build upon the success of the established U.S. licensing program for some of the world’s most popular characters such as Popeye, Betty Boop, The Phantom and Flash Gordon.

Representation will focus on categories including apparel and footwear, cosmetics/HBA, fashion bags, toys and collectibles for Betty Boop, and apparel and footwear, promotions and food and beverage for Popeye.

Recent partnerships for the Fleischer-Studios-owned Betty Boop include apparel for adults from Eleven Paris, a unique line of nightwear, swimwear and underwear for women from Undiz, a collection of pajamas and bathrobes from Marketing Licensed Products and more.

Recent collaborations for Popeye in the region include an exclusive apparel collection for boys and girls from Bellerose.

Previous successes in the territory include a collaboration for Betty Boop and Popeye with Jean Paul Gaultier fragrances and a Lancôme promotional partnership featuring Betty Boop.

King Features kicked off 2019 with a celebration for Popeye’s 90th birthday, robust merchandising program and new entertainment including “Popeye’s Island Adventures,” a new animated short series for children airing exclusively on the “Popeye and Friends Official” YouTube channel, and the debut of “Popeye’s Cartoon Club” on ComicsKingdom.com. King Features is also looking ahead to 2020, when the forever fabulous Betty Boop will celebrate her 90th anniversary in style.

“France continues to be an important region for our classic characters, and M.J.A.’s enthusiasm for our brands is inspiring,” says Carla Silva, vice president and general manager, global head of licensing, King Features. “We are confident they will bring our properties to new heights with exciting products and collaborations in the region.”

“We are honored to have been chosen and delighted to have the chance to develop the King Features’ brands in our market because we know how rich and powerful they are,” says Françoise Bouvet, founder, M.J.A. Licensing. “We strongly believe in their potential and are very excited to bring fans more licensed products very soon.”

In February, King Features announced the appointment of new agents Black White Orange in India, Caravanserai & Partners in Spain and Portugal and the renewal of 10 additional agents around the globe.

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