Medialink has brokered a deal for the Popeye brand between King Features and two new partners that will expand the brand’s presence across China.

The Popeye and Stayreal collaboration will see the production of an apparel line inspired by the classic cartoon character. Items in the collection will include shirts and sweatshirts. The full apparel range will be sold at Stayreal stores in China, Taiwan and Hong Kong.

ZCWO has partnered with King Features for a line of limited-edition vinyl art toys and figurines. An array of global artists have been enlisted to design jumbo Popeye figures in their own diverse styles. The limited-edition Popeye figures will be launched at the coming toy shows.

“These exciting collaborations will strongly introduce the spirit of the brand around the world as we celebrate his anniversary year,” says Noletta Chiu, executive vice president, sales and acquisition strategies, Medialink. “We are looking forward to celebrating Popeye’s 100^th anniversary in the future and many more after that.”

This year marks the 90^th anniversary of the Popeye brand. King Features has inked a variety of international licensing deals to celebrate the milestone.