Popeye & Betty Boop Characters Get New Licensing Agent in France

King Features Syndicate has appointed international licensing agent M.J.A. Licensing to expand the reach of iconic characters such as Popeye and Betty Boop across France and its territories.

M.J.A. will look to build upon the established U.S. licensing model, which focuses on apparel and footwear, cosmetics/HBA, fashion bags, toys and collectibles for the Betty Boop brand. For Popeye, the company will concentrate on apparel and footwear, promotions and food and beverage.

Recent licensing deals in the region for Betty Boop include an apparel line with Eleven Paris, a womenswear line with Undiz, a collection of bathrobes and pajamas from Marketing Licensed Products and a promotional partnership with Lancôme. The Popeye character has seen recent partnerships inked with Bellerose for a children’s apparel collection. King Features has also previously partnered with Jean Paul Gautier for a joint Popeye and Betty Boop fragrance line.

In celebration of Popeye’s 90th birthday, King Features debuted an animated short-form children’s series, Popeye’s Island Adventures, which airs exclusively on the Popeye and Friends YouTube channel. The company also debuted the “Popeye’s Cartoon Club” comic strip on ComicsKingdom.com.

The announcement comes on the heels of King Features’ other recent global expansion deals for the two brands, including the hire of agents Black White Orange in India and Caravanserai & Partners SL in Spain and Portugal.

“France continues to be an important region for our classic characters, and M.J.A.’s enthusiasm for our brands is inspiring,” said Carla Silva, VP and general manager, global head of licensing for King Features. “We are confident they will bring our properties to new heights with exciting products and collaborations in the region.”

Françoise Bouvet, founder of M.J.A. Licensing, added, “We are honored to have been chosen and delighted to have the chance to develop the King Features brands in our market because we know how rich and powerful they are. We strongly believe in their potential and are very excited to bring fans more licensed products very soon.”