CPLG on board to support the classic brand in multiple territories.

DreamWorks Animation has appointed CPLG to represent its brand Felix the Cat across EMEA and North America.

CPLG will now establish Felix as a cross-category lifestyle brand by creating a range of products that tap into the brand’s heritage for the teen and young adult market.

The agency will also continue the Felix the Cat’s high profile collaborations program with the launch of branded fashion at key retailers later this year, with a full cross category rollout beginning next year.

“Felix the Cat enjoys incredible heritage and CPLG is the perfect ambassador to amplify the brand with a number of fantastic, cross-category product initiatives across EMEA and North America,” says Jonathan Baker, head, international licensing, DreamWorks.

Created in 1919, Felix the Cat was the first moving image to be broadcast on U.S. television. DreamWorks bought the rights to the brand in 2014 and has since been building the brand profile through a series of collaborations and halo projects.

“Felix the Cat is a timeless classic with appeal across all ages, whose cultural influence can be seen across art, music and fashion,” says Steve Manners, executive vice president, CPLG. “We are delighted to be working with DreamWorks Animation to develop Felix as a lifestyle brand worthy of his heritage.”