M.J.A. Licensing to Manage King Features’ Characters in France

King Features Syndicate, a unit of Hearst, announced the appointment of a new international licensing agent in France. The new agent, M.J.A. Licensing, will expand the reach of products for popular King Features’ characters across France and its territories.

M.J.A. Licensing will look to build upon the success of the established U.S. licensing program for some of the world’s most popular characters such as Popeye, Betty Boop, The Phantom, and Flash Gordon. Representation will focus on categories including apparel & footwear, cosmetics/HBA, fashion bags, toys and collectibles for the original sass symbol, Betty Boop, and apparel & footwear, promotions and food & beverage for the iconic sailorman, Popeye.

Betty Boop, a Fleischer Studios-owned brand, has already swept across France and continues to thrive through recent partnerships for apparel for adults from Eleven Paris (shown top left); a line of nightwear, swimwear, and underwear for women from Undiz; a collection of pajamas and bathrobes from Marketing Licensed Products; and more. Recent collaborations for Popeye in the region include an exclusive apparel collection for boys and girls from Bellerose (shown top right). Previous successes in the territory include a joint collaboration for Betty Boop and Popeye with Jean Paul Gaultier fragrances, and a Lancôme promotional partnership featuring Betty Boop.

The appointment of M.J.A. Licensing in France continues King Features’ global expansion strategy with new agents and product offerings. Earlier this month, King Features announced the appointment of new agents Black White Orange in India and Caravanserai & Partners SL in Spain and Portugal and the renewal of 10 additional agents around the globe. Having already proven itself in the region, M.J.A. Licensing has handled high-impact brands such as Candy Crush, Yu-Gi-Oh, Pez and Outlander, as well as partnerships with McDonalds, Amazon, Carrefour and more.