Paws, Inc. taps licensing agency to represent its classic character brand.
King Features will look to extend the Garfield property in select categories in the U.S. Initial categories under King Features' remit include apparel and accessories, art books, art prints, gaming and slot machines, giftware and novelties, beauty, direct-to-retail programs and co-branding and cross-branding initiatives.
"King Features continues to grow its licensing division, and Garfield is a fabulous fit with our portfolio of classic characters," says Carla Silva, vice president, general manager and global head of licensing, Hearst. "As Paws, Inc., begins to ramp-up fun activities to celebrate Garfield's big 40th anniversary in June 2018, we are delighted to help extend the paw print for Jim Davis's signature brand into new consumer product categories."
King Features has already locked in several new licensees for the brand including 2 Monkeys
"It's great to have a fresh perspective on the Garfield brand, which King Features brings to the table," says Jim Davis, president, Paws, Inc., and creator of Garfield. "King has been reinvigorating their classic properties with a youthful urban vibe. Garfield will benefit from their expertise and we're excited to be working with them to enhance our program going forward."
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