Paws, Inc. taps licensing agency to represent its classic character brand.

King Features, a division of Hearst, has inked a deal with Paws, Inc., to represent arguably the world's most famous overweight feline, Garfield.

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 for t-shirts for young men and boys; Body Rags Clothing Co. for men's, women's, junior's, youth boys' and youth girls' knit tops and bottoms; and Sneakerskins for decorative coverings for shoes. Additionally, Zynga has launched a Garfield social slot game within its "Spin it Rich" app on Facebook and on mobile, and Bottleneck Gallery has sold-through its first collection of Garfield art prints.

"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."