King Features builds global licensing slate for hit video game IP, Cuphead

King Features Syndicate has detailed a ‘robust international expansion’ for its hit gaming property, Cuphead, with activity encompassing new agents and licensing deals on a global scale for the brand.

The raft of new signings will see Cuphead grow its domestic and international presence with products across apparel, accessories, novelties, publishing, and more, all of which will land ahead of the debut of The Cuphead Show this year. The series has been developed in partnership with Netflix Animation.

Studio MDHR’s award-winning video game will now come to life across the Asian market, with new accessories, apparel, houseware, novelties, toys and games from Ensky and Elsonic this year, along with a collection of apparel and accessories inspired by the game from GZ Fanthful.

Cuphead and Mugman will also be growing their presence in new territories as King Features taps new international licensing agents for the Cuphead brand. The property will be represented by Caravanserai in Spain and Portugal, and by Vertical Licensing in Brazil.

“Cuphead is a true gaming and pop culture sensation, with its popularity continuing to grow as it is discovered in new territories around the globe,” said King Features vice president and general manager, global head of licensing, Carla Silva.

“With the new animated series set to debut on Netflix later this year, we expect the demand for the property to skyrocket and we are thrilled to be expanding our licensing programs with new partnerships and renewed deals to continue bringing fans around the world products inspired by Cuphead, Mugman and their adventures.”

King Features is also growing Cuphead’s publishing program with additional graphic novels from Dark Horse Comics, which has renewed its worldwide deal to expand its existing lineup of Cuphead books. Dark Horse has also expanded its publishing programme internationally on behalf of the “Art of Cuphead” and the graphic novels, with Pix ‘N Love in France, Editoriale Cosmo in Italy, Norma in Spain, Comme il faut in Russia and Sebundo/G Novels in Japan.

Meanwhile, Little, Brown Books for Young Readers, who released two Middle Grade novels inspired by the video game in 2020, is expanding its programme into Russia with the Exmo Publishing Group in 2021 and releasing a new “How To Draw” format in late 2022.

Last but not least, Running Press (a subsidiary of Hachette) is joining the roster of new partners with plans to release a Cuphead “Mini Kit” in Spring 2022, consisting of a mini book and a Cuphead character figure.

Cuphead-inspired apparel, accessories, art, toys, and novelty items are available from partners including Fifth Sun, PowerA, YouTooz, Forbidden Planet, Insert Coin Limited,

About Robert Hutchins

Robert Hutchins is the editor of Licensing.biz and ToyNews. Hutchins has worked his way up from Staff Writer to the position of Editor across the two titles, having spent almost eight years with both ToyNews and Licensing.biz, and what now seems like a lifetime surrounded by toys. You can contact him by emailing robert.hutchins@biz-media.co.uk or calling him on 0203 143 8780 You can even follow him on Twitter @RobGHutchins if ranting is your thing...

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