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Cartoon CultureFashion

Joyrich and DreamWorks Team Up For Richie Rich Clothing Collection

Standalone licensing/merchandising programs that aren’t directly tied to an animation project are becoming an increasingly important part of the DreamWorks Animation strategy. This summer DreamWorks purchased the vintage American cartoon character Felix the Cat to turn him into “one of the most desired fashion brands in the world.” And this fall DreamWorks is collaborating with the trendy LA fashion label Joyrich on a Richie Rich collection.

DreamWorks acquired Richie Rich in 2012 when it purchased the rights’ management company Classic Media. (That deal also gave DreamWorks the rights to Lassie, Where’s Waldo, Olivia, Postman Pat, VeggieTales, The Lone Ranger, Rudolph the Red-Nosed Reindeer, Hot Stuff, and dozens of other characters.)

Joyrich, which brands itself as a label for “casual-rich” people, is using Richie Rich as a mascot for its “Beverly Hills-inspired” fall/winter 2014 collection. The company has done numerous cartoon collabs in the past featuring Disney characters, The Simpson and Betty Boop. The Richie Rich collection retails at prices that only the poor little rich boy himself could afford: tanktops cost $62, hats $70, wallets $110, sweatshirts $158, and backpacks $200. To see what your neighborhood a$$hole will be wearing this fall, visit the Joyrich website.

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  • Mapache

    For a moment I though you were talking about Richie Rich the designer.

    Anyway those clothes look ironically cheap.

  • Ace

    Is it just me or does Cartoon Brew focus way too much on this type of thing? I get merch etc is related to cartoons but there’s gotta be more actual production/artists/projects to focus on instead right? This kind of stuff doesn’t warrant extra attention, just my opinion though…

    • AmidAmidi

      We write about contemporary projects EVERY SINGLE DAY. But what separates Cartoon Brew from sites that blindly reprint press releases is that we look at the big picture. Animation is much more than just a bunch of cartoons to the corporations who profit from it, and you can’t ignore that if you’re writing honestly about the medium. That big picture includes how cartoon characters are disseminated through pop culture and the enduring value that classic animation characters hold for corporations like DreamWorks.

      In the case of Richie Rich, here’s a comic/cartoon character who hasn’t had a screen or TV presence since 1994, yet he’s iconic enough to merit his own clothing collection. If you look beyond the surface, this post is a reminder that if you’re an artist today who creates work-for-hire, like Warren Kremer did on Richie Rich, conglomerates like DreamWorks will still be profiting from your creations 60 years down the line.

      • top_cat_james

        Film Roman produced new episodes of Richie Rich in 1996.

  • jordan reichek

    …well. that got rid of my morning ‘blahs’. thank you.

  • Looks like they’re made for people who have too much money and don’t know how to spend it…

  • Bob

    I’ll stick to wearing actual clothes.

  • top_cat_james

    Now if only someone would create clothing lines for Wilbur Van Snobbe, Montana Max, Rollo the Rich Kid, and Veronica Lodge (Google ’em, kids), I could have a Monday-Friday wardrobe of Wealthy ‘Toon Brats occupying my closet space. (Grown-up plutocrats Mr. Burns and Uncle Scrooge are reserved for weekend wear.)

  • Vote of No Confidence

    Its official. Dreamworks has completely lost their collective minds. Who or what douche-nozzle would be caught wearing that crap?

  • Barrett

    What, no designs featuring the 1980s Hanna-Barbera design of Richie Rich? I think that’s the appearance more familiar to a lot of people in their 20s-30s. The comic book hasn’t had wide exposure in like 40 years.

  • Cheezwizz

    Who would pay this much for that wal-mart looking garbage?