New Popeye U.K. Licenses Named

Bulldog Licensing, the licensing agency that represents Popeye in the U.K. on behalf of brand owner, King Features Syndicate, has announced two deals for the brand, with fancy dress, Halloween and carnival manufacturing company, Smiffys, and with Player Ammo, which produces a healthier alternative to sugary energy drinks. 

Smiffys will produce a range of costumes and accessories for adults and kids based on Popeye, Olive Oyl and other friends and foes of the popular sailor man. They will be available at Smiffys stores as well as online from early 2025.  

Player Ammo will introduce a limited Popeye 95th Anniversary Edition powdered energy drink and shaker bundle. This special bundle features a mango and guava flavor with vibrant designs showcasing the legendary sailor man squaring up to Brutus. Having debuted at London MCM comic convention at ExCel in May, it’s now available for purchase at Playerammo.com and marketplaces.  

Popeye is celebrating his 95th birthday this year; Bulldog Licensing is building on the Popeye licensing program within the U.K., most recently through a deal with Skinnydip for phone cases, apparel, accessories and more. 

 “The appeal of Popeye remains powerful after nearly a century, and it is no surprise that he is an inspiration for dress-up and energy drinks from two companies that are admired for quality and innovation,” says Vicky Miller, licensing director, Bulldog. “The U.K. licensing program for this iconic character continues to enjoy strong support – and it’s still growing; we look forward to making more announcements soon.” 

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 “Popeye is one of the most identifiable and popular characters on the planet, with a look and style perfectly suited to fancy dress,” says Dominique Peckett, director, Smiffys. “We’re thrilled to be working with a brand that enjoys such incredible levels of awareness and popularity – and that has been around almost as long as we have.” 

 “Popeye’s active, can-do image and confident, upbeat attitude have made him a hit for decades and are perfect for a product range that emphasizes energy and positivity,” says Mohammed Javed, director, product design, Player Ammo. “It’s a real thrill to be working on this legendary property.”