Bazooka bubble gum brand has tapped King Features Syndicate to lead its licensing program into a new range of categories.

The gum brand was first introduced in 1947 by The Topps Company and has since grown into other products, including apparel, lip balm and beverages. As agent, King Features is seeking new opportunities for Bazooka in fruit snacks, frozen novelties, breakfast bars and others.

"For generations, the Bazooka brand has been an essential aspect of childhood culture," says David Golzman, licensing manager at King Features. "We are thrilled to be representing such a time-honored icon and look forward to leveraging its powerful appeal throughout many relevant product categories."

Bazooka joins King Features' other brands Betty Boop, Popeye the Sailor Man, Olive Oyl, Romero Britto and Nathan's Famous.