Licensing News

Kewpie x ONCH Collaboration Announced by Licensing Works

Kewpie ONCH

Licensing Works! the exclusive merchandise licensing agent, on behalf of Licensor, Kewpie Corporation, is pleased to expand the Kewpie Brand with officially licensed merchandise for today’s generation. Dropping this week is a Kewpie x ONCH collaboration featuring the iconic Kewpie characters on jewelry and skateboards designed by ONCH.


Influencer, designer, and pop culture visionary Artist, ONCH has developed a first-of-its-kind line of Kewpie skin tone inclusive products. Kewpie-cute enamel earrings, pins, necklaces, and skateboard deck allow Kewpie fans to celebrate their uniqueness and individuality. As part of the design, Kewpie is seen holding ONCH’s signature double-twist pretzel, which represents a heart with DNA (double helix), something we all share no matter what skin we’re in.


The collection will be available beginning October 14 at 12:30 PM Pacific on the mobile-first video shopping platform NTWRK. The platform is known for offering fans highly coveted collectibles and unique collaborations from the world’s hottest brands. That premiere will be followed by launch on


Comedian Atsuko Okatsuka will be adorned in Kewpie accessories for the October 16th issue cover of Contrast Magazine. Atsuko, recently named “10 Comics to Watch for 2022” by Variety, will be featured in her first solo HBO Special airing in December. For the inclusive marketing campaign, ONCH invited nine celebrity friends to be featured which will include Courtney Revolution from Netflix’ “The Circle”, Alessandra Torresani from “The Big Bang Theory” and Kent Boyd from Fox’ “So You Think You Can Dance”.


Kewpie, one of the world’s first global licensing sensations, was created more than a century ago by artist and writer, Rose O’Neill, later labeled as “America’s First Female Cartoonist”.


A prolific illustrator, Smithsonian Magazine wrote that O’Neill “revolutionized the intertwining of marketing and political activism”, referring to her fight for women’s right to vote, support of racial equality and advocacy for the poor. Originally launched as a comic published in1909 in Ladies’ Home Journal, O’Neill’s Kewpie illustrations and stories featured these “little cupids” doing good deeds in funny and unexpected ways. Rose O’Neill described a Kewpie as “…always searching for ways to make the world a better and a funnier place.” O’Neill’s tiny-winged, wide-eyed, round-bellied Kewpies – with their distinctive facial expressions and their message encouraging merriment, love and kindness – were an instant hit with both kids and adults. Little did Rose know that more than a century later, Rolling Stone Magazine would write about Kewpie helping to define “pop culture cuteness”.


“I was introduced to Kewpie as a young kid by my mother who always made sandwiches with what I called “The Cute Mayo”, said ONCH. He continued, “As a young adult, after learning about Rose O’Neill and the Kewpie Brand, I fell deeply in love with everything Rose created. It is such an honor to team up with a company that shares my same beliefs allowing me to use my art to help continue the legacy of Rose O’Neill. This collection was designed to embrace inclusivity and celebrate our individuality.”


Leslie Levine, the owner of Licensing Works! added, “From our first conversation with ONCH, we loved the energy and passion he brings to his collaborations. We are thrilled with the product and the messaging ONCH delivers on behalf of the Kewpie Brand.”