King Features gives its classic animated character Olive Oyl a modern rebrand with fearlessness at its centre

She’s one of the classic animation world’s most iconic females that has, for generations, been perceived as the archetypal damsel in distress and focus of Popeye and Bluto’s embittered love triangle, but for Olive Oyl, the course of history is about to be altered for good.

King Features Syndicate has this week unveiled a new look and vibe surrounding the heroic Olive Oyl, highlighting her attributes as a star in her own right, delivering laughs to readers long before Popeye ever entered the picture. And now, following decades of living with Popeye’s stardom, the world is finally about to meet the true Olive.

Created in 1919, Olive was groundbreaking for the era as one of the first, globally recognized female cartoon characters who did not conform to traditional female stereotypes. Tough and independent, Olive Oyl never required support from a partner, providing for herself first as an entertainer and later through other careers. And while she had many interested suitors over the years, she chose never to marry or start a family.

Her strong will and affable nature make her as relevant today as she was 100 years ago.

A description of her character, issued by King Features Syndicate, read: ‘From her physical appearance to her personality quirks, Olive embraces those things that make her unusual and truly loves herself. She is a huge romantic who is proud to be a lady but doesn’t feel bound to act lady-like.

‘A smart and empowered woman with high standards, she is also lighthearted and adaptable with a wry sense of humor. Olive is self-assured, strong and not afraid to stand up for herself or get her hands dirty but also knows when to lean on her friends.

‘Her dynamic personality shows that a woman can be many things – powerful, driven, vulnerable and sensitive – and that emotions are meant to be felt and expressed. Her confidence radiates and inspires others of all ages, gender identity and backgrounds ­to celebrate their unique selves.’

As part of her rebrand, King Features has launched a set of new Olive Oyl trend guides, depicting the character as the embodiment of a lifestyle filled with humor and love. Her design incorporates a modern twist on retro fashion while her unique physical depiction remains the same.

Flexibility is also a key identifier for Olive – both physically and emotionally – so several poses that showcase her elasticity are included. The character art is thoughtfully paired with entertaining yet insightful editorial anecdotes that are relatable to her audience.

“Timing couldn’t be more appropriate to reintroduce audiences to Olive Oyl,” said Carla Silva, vice president and general manager, global head of licensing, King Features.

“For too long this strong, confident and fearlessly female character has been viewed through a singular lens. With this rebrand we are not just introducing Olive to younger consumers for the first-time, we are also presenting more established fans with sides of her personality that they have likely never known before.

“Olive is not just a character, she represents an attitude and a lifestyle that appeals to a wide audience, one not limited by age, geography, gender or background. Olive is just Olive, and we’re ready to watch her take the world by storm.”

Over the decades, Olive Oyl has had a long, successful history in consumer products. Style makers around the world have been inspired by Olive’s confidence and glamorous self-perception, particularly those in the high-fashion space.

For over 20 years she has served as Moschino’s muse appearing in collections each year across product categories, most notably their CHEAPANDCHIC fragrance which is in its seventh iteration since launch in 1995. Other recent fashion collaborations of note include Iceberg, Joyrich, Monnalisa, Liu-Jo, Original Marines, United Colors of Benetton, DTRs with GAP, C&A, Zara and a 2021 Valentine’s Day retail program with C&A in Mexico.

Beginning in Spring 2022, fans will see Olive’s new style represented across a range of collaborations, with King Features seeking new partnerships for the character in categories including apparel, accessories, health & beauty, jewelry, handbags, wellness and more.

Fred & Ginger pack Popeye punch into pet products portfolio

The design-led pet product specialist, Fred & Ginger has signed up to create a range of pet treats and accessories based on the classic animation brand, Popeye. The deal was brokered by Bulldog Licensing, the European licensing agency for the property as it continues to grow its consumer products portfolio in the UK.

Fred & Ginger is set to create a full collection of feeding mats and bowls, pet beds, toys, accessories, collars and leads, along with a range of treats, including Easter eggs and advent calendars, as well as pet snacks inspired by the iconic strong man.

Having recently celebrated its 90th anniversary, Popeye remains a popular brand in the UK and the world, with a social presence of 9.8 million fans. The TV show is broadcast on Pluto TV (Theatrical Cartoons, YouTube Shorts, additional Popeye Cartoons). 

The latest deal joins an expanding licensing programme, with two new deals announced at the end of last year, Ecell and Ideal Home Shopping for tech accessories and crafting lines respectively. Additionally, both Fashion UK and Bro Global have renewed their deals for the iconic character.

The offering now spans a range of categories including apparel, accessories, dress-up, and Bulldog plans to further strengthen the portfolio in the near future.

Rob Corney, MD, Bulldog Licensing, said: “We’re thrilled to welcome Fred & Ginger on board. The team has a robust experience in creating excellent licensed ranges for pet owners, and we’re excited to see their new creations for Popeye as the brand continues to delight fans throughout the UK.”

Pop culture specialist Boss Fight Studio partners with King Features to launch Popeye the Sailor action figures

The pop culture specialist and action figures aficionado, Boss Fight Studio has struck up a new partnership with King Features Syndicate to create and launch a range of action figures and collectables based on Popeye the Sailor comics and cartoons.

The deal was brokered by FanGirl Consulting and Brand Management and marks the latest in a long line up of cult classic brands to have joined the Boss Fight Studio portfolio. An expert in the pop culture market, Boss Fight Studios already holds the license for Flash Gordon, The Phantom, and The Little Prince.

“Like so many, I grew up watching the classic Popeye animated cartoons,” said Andrew Franks, partner and art director at Boss Fight. “As an adult, I was drawn back to Popeye by E.C. Segar’s brilliant original comic strip. To be able to bring these characters to life as fully poseable toys is a dream.”

Jarred M. Goro, VP North American licensing at King Features, added: “This will be the fourth license we work with Boss Fight Studio on and we know their approach will bring these toys to life and quickly become fan favorites.”

Founded in 2013, Boss Fight Studio is known for its highly articulated, poseable action figures. The first wave of Popeye Classics action figures, anticipated to hit shelves late summer 2021, will include Popeye, Olive Oyl, Bluto and Castor Oyl.

The Popeye Classics figures will bring a new cult favorite to life and be a great complement to the Boss Fight arsenal of licenses.

“We’re digging deep into the comic strips to deliver Popeye toys like you’ve never seen before. Authentic styling, super articulation and great accessories – even packing in smaller characters like Swee’ Pea, Eugene The Jeep and Bernice The Whiffle Hen as bonuses,” added Franks.

“We can’t wait to bring these toys to market. We’re sure they will delight Popeye fans, and celebrate the rich 90 plus year legacy of these iconic characters.”

Pop culture specialist Boss Fight Studio partners with King Features to launch Popeye the Sailor action figures

The pop culture specialist and action figures aficionado, Boss Fight Studio has struck up a new partnership with King Features Syndicate to create and launch a range of action figures and collectables based on Popeye the Sailor comics and cartoons.

The deal was brokered by FanGirl Consulting and Brand Management and marks the latest in a long line up of cult classic brands to have joined the Boss Fight Studio portfolio. An expert in the pop culture market, Boss Fight Studios already holds the license for Flash Gordon, The Phantom, and The Little Prince.

“Like so many, I grew up watching the classic Popeye animated cartoons,” said Andrew Franks, partner and art director at Boss Fight. “As an adult, I was drawn back to Popeye by E.C. Segar’s brilliant original comic strip. To be able to bring these characters to life as fully poseable toys is a dream.”

Jarred M. Goro, VP North American licensing at King Features, added: “This will be the fourth license we work with Boss Fight Studio on and we know their approach will bring these toys to life and quickly become fan favorites.”

Founded in 2013, Boss Fight Studio is known for its highly articulated, poseable action figures. The first wave of Popeye Classics action figures, anticipated to hit shelves late summer 2021, will include Popeye, Olive Oyl, Bluto and Castor Oyl.

The Popeye Classics figures will bring a new cult favorite to life and be a great complement to the Boss Fight arsenal of licenses.

“We’re digging deep into the comic strips to deliver Popeye toys like you’ve never seen before. Authentic styling, super articulation and great accessories – even packing in smaller characters like Swee’ Pea, Eugene The Jeep and Bernice The Whiffle Hen as bonuses,” added Franks.

“We can’t wait to bring these toys to market. We’re sure they will delight Popeye fans, and celebrate the rich 90 plus year legacy of these iconic characters.”

Popeye lands its first Australian sportswear partnership with The WOD Life

Merchantwise Licensing has brokered the first Australian Popeye sportswear collection withe the popular online sportswear label, The WOD Life. The deal was struck on behalf of King Features Syndicate.

Launching this month ahead of the Australian summer season, the limited-edition range of fashionably branded Popeye sportswear apparel for women and men includes a high-waisted booty short, fleet bra, motion shorts, slash crop, flex short and printed tank.

‘Popeye’s heart of gold, brave and compassionate personality shines across a number of branded sports and training accessories including a scrunchie, printed socks, an immerse headband as well as a quick dry towel and a face mask covering,’ said the company.

The branded range also extends to training support items including wrist wraps, strength wraps, a four-inch Velcro lifting belt as well as knee sleeves.

The WOD Life will be heavily supporting the range with a ‘Hype’ campaign pre-release followed by an early access marketing activity ahead of the launch at the end of this month. The WOD Life will also drive extensive marketing, digital, media and influencer outreach campaigns for the collaboration.

“For the past three years, The WOD Life has been releasing successful limited edition prints for our customers which can sell out in a matter of hours, said The WOD Life’s director, Ben Dineen.

“Popeye is a cartoon character which our customer base would be familiar with and may have grown up watching Popeye cartoons on TV or the movie during their childhood. We think our customers are going to really relate to the new Popeye x TWL range and will be excited to get into their training space to show off their new style.”

“We are so excited by this Popeye partnership with The WOD Life. Not only is it the first time we have launched an Australian Popeye branded sportswear collection, it is an incredibly comprehensive range featuring apparel, accessory and training support products that are sure to please both Popeye fans and The WOD Life’s extensive customer base,” said Merchantwise Licensing’s general manager, licensing, Kerryn McCormack.

King Features rounds off Popeye’s 90th celebrations with Filson partnership

King Features Syndicate is expanding its licensing program for its classic property, Popeye, with limited-edition clothing, stickers and a stoneware mug from Filson.

Under the new deal, Filson – the outfitter and manufacturer recognised for its calibre in the outdooring market – will launch a collection of durable graphic t-shirts and pullover hoodies, all featuring the famous sailor man.

The Popeye short sleeve t-shirts are made with heavy-duty cotton, a rib-knit collar and come in both black and white, while the Popeye pullover hoodie in black is made with 100 per cent cotton fleece, and double-layer reinforced forearms.

In addition to the Popeye inspired clothing, Filson is also debuting a limited-edition Popeye sticker collection. Made locally to Filson, in Seattle, the sticker pack features four individual Popeye designs made from durable, waterproof vinyl, paying tribute the comic-strip icon.

“King Features had an incredible year in 2019 celebrating Popeye’s 90th anniversary and we are thrilled to cap it off with this limited-edition collection from Filson,” said King Features vice president and general manager, global head of licensing, Carla Silva.

The Filson collection closes out King Features’ year-long celebration for Popeye’s 90th birthday, which included a robust merchandising programme, featuring high-end fashion collaborations with HUF, Benetton, Scotch & Soda, and new products from Zara.

It also saw the of Popeye’s Barbershop & Shave Company—a special 90th anniversary collection of men’s grooming products.

The birthday bash launched with the debut of “Popeye’s Island Adventures,” a new animated short series for children, airing exclusively on the Popeye and Friends Official YouTube channel and the highly anticipated “Popeye’s Cartoon Club” comic strip series on ComicsKingdom.com.