King Features Syndicate scores slate of new partnerships for Popeye and Olive Oyl

Published on: 19th January 2022

King Features Syndicate, a unit of Hearst, has announced that it is growing its global licensing programs for Popeye and Olive Oyl with a slate of new partnerships.

The expansion extends across the promotions, food and beverage categories and includes new territories, partners and product lines that honour the legacy of King Features’ classic characters from the extensive Popeye universe, including Olive Oyl and Wimpy.

In Asia, Popeye and Olive Oyl have starring roles in several key promotions, including a renewal of their deal with Manga Coordinate Co and JOYL to produce an advertising campaign starring the pair, played by local celebrities, to promote the popular Ajinomoto Olive Oil in the Japanese market for the second year in a row. In 2020, Popeye was played by pop star Satoshi Ohno, and in the 2021 campaign, the role of Olive Oyl was played by actress Ayami Nakajo. Each campaign included print ads as well as TV commercials.

Also in the territory, Japanese video producer AOI Pro Inc and its AI technology client Laboro.AI Inc are tapping into the classic tale of Popeye and Olive’s love story to emphasise the innovation of AI technology by creating state-of-the-art clips for a Valentine’s Day commercial, set to run through summer 2022.

Additionally, Japanese soft drink manufacturer Ito En is featuring Popeye in a promotional campaign for its Aojiru vegetable drinks, while Runival Sdn Bhd is reaching audiences in Malaysia, Singapore and Indonesia via a promotional Popeye Virtual Run campaign.

In China, the salty sailor will take part in a promotional campaign featuring glass cups, recycling bags, brooches, face masks, T-shirts and stickers, which will be sold across the territory by Guangzhou Circleplus Culture Co, while South Korea-based Sunwoo & Company began a worldwide launch of limited-edition Popeye theme packs for Android, version 9.0 and higher, via the Samsung Galaxy store in 2021. Additional theme packs will be released in 2022.

The new partnerships in Japan were brokered by King Features’ agent in the territory, Copyrights Asia, while Medialink Animation Ltd brokered the deals in China, Singapore and Indonesia.

Popeye is also expanding globally into the food and beverage category, with several new deals this past year for the sailorman and his friends debuting around the globe.

Popeye continues to be a favorite in Japan, with multiple new deals debuting throughout the year, including Shogakukan Shueisha Productions for various Popeye-inspired housewares, apparel and accessories, spinach from Rainbowworks and custom Popeye desserts and houseware products from Baobab Inc.

In North America, Popeye is also making his mark in promotions by starring in Accenture’s global ad campaign advertising the transformational power of its intelligent ops services, and his burger-loving friend Wimpy was featured in an advertisement for Google Pay. Most recently, artist Jeff Koons released “Popeye Skateboard,” a reinterpretation of his 2008 oil painting “Triple Popeye” as part of The Skateroom collection. Proceeds from the charitable launch, in collaboration with Qatar Museums, aid children in need.

In the food category, Popeye has expanded his long-term partnership with Taylor Farms by introducing new product lines. And in a deal negotiated by King Features’ Canadian agent, Segal Licensing, Jade City Foods has launched an online Popeye Foods shop offering a variety of new consumables including coffee, hot cocoa, hot sauces and more inspired by Popeye, Olive Oyl, Bluto, Wimpy and Swee’Pea.

“The characters from the Popeye universe deeply resonate with fans around the world, and it’s thrilling to see one of our fan favorites experiencing continued growth,” says Carla Silva, vice president and general manager, global head of licensing at King Features. “And fans should stay tuned because we’re kicking off the new year with even more exciting promotions and products!”

For the latest brand news on Popeye and his friends, please visit

King Features and Jade City Foods introduce Popeye foods line


Poppy Playtime universe expands with Roblox game

Details of latest Magic: The Gathering releases revealed at MagicCon Chicago

Anderson Entertainment launches new Thunderbird 2 model

Moonbug and IMC announce strategic partnership

Courtney Holt appointed Moonbug’s global head of Music and Strategic Audio Initiatives

DeAPlaneta and PBS sign deal to distribute Milo in the US

Las Vegas Licensing Expo offers first look at closing programme

Moonbug to launch new Morphle and the Magic Pets series

Heathside Trading signs licence agreement with Molang

Legends of Learning and Rovio release Angry Birds educational games