King Features Syndicate, a unit of Hearst, has reached an agreement with PURENorway to represent the Norwegian outdoor lifestyle brand through merchandise, advertising and promotions in the United States and Canada.
King Features is activating the Nordic brand in North America for the first time, seeking partners for PURENorway in the apparel, accessories, home goods and outdoor gear categories.
“The addition of PURENorway to our portfolio expands King Features’ reach within the apparel and accessories categories while presenting us with opportunities to broaden our consumer base and do some social good,” says Carla Silva, vice president and general manager, global head of licensing, King Features. “As we build our program for retail in the U.S. and Canada, we’ll be looking for partners that value the development of quality, eco-friendly products.”
PURENorway joins Finnish literary and art brand Moomin, and Icelandic property Tulipop, in a string of new IP acquisitions for King Features as it continues to grow its roster of licensed properties. Other properties from King Features include Popeye, Betty Boop, Flash Gordon and Cuphead.
“We are proud to announce that King Features will represent PURENorway in the United States and Canada,” says Henrik Knape, head, global business/partner, PURENorway. “This is a very important cornerstone in our international strategy for PURENorway, and we know that there’s great potential for the brand with King Features as our agent.”