The Hearst unit will expand ‘Cuphead’ into apparel, novelties, giftware, direct-to-retail programs and more.

Independent video game developer StudioMDHR has tapped King Features to represent its video game property “Cuphead” for licensing.

As the game’s agent, King Features will work to secure licensees in categories including action figures, apparel and accessories, co-branding and cross-branding initiatives, direct-to-retail programs, giftware, novelties, social expressions, social gaming and slot machines.

“King Features continues to grow its licensing division and ‘Cuphead’ is a fantastic fit with our portfolio of classic characters,” says Jarred Goro, director, licensing, North America, King Features. “As cutting edge and totally cool as this video game is for today’s gamers, it’s remarkable that its creators have taken their inspiration from the classic cartoons of the 1930s, particularly those of Fleischer Studios.”

“Cuphead” is a rapid-fire, action-adventure game that sees players help Cuphead and Mugman pay back their debt to the Devil by battling a host of enemies, ranging from giant carrots and boxing frogs to giant mermaids and dragons.

The game is currently slated to launch on Xbox One and PC later this summer.

“Right from the beginning of our conversations, it was clear to me that King Features would represent us well in the marketplace,” says Chad Moldenhauer, co-founder, StudioMDHR. “They instantly recognized why the art and gaming communities have been showing ‘Cuphead’ the love and saw the licensing potential in our property. We’re stoked to be working with them.”