DreamWorks Animation has bought the rights to the 95-year-old feline cartoon icon Felix the Cat. The studio acquired the character by paying an undisclosed sum to Don Oriolo, whose father Joe helped revive Felix in the 1950s and later assumed ownership of the character.
In the announcement at Licensing Expo, DreamWorks CEO Jeffrey Katzenberg said that Felix “goes beyond evergreen status and rises to something even more uncommon, as he is a true icon.” So, what does one do after they acquire a true icon? “We plan to make him one of the most desired fashion brands in the world,” explained animation studio owner Katzenberg. Because how better to revive a joyous, personality-filled cartoon character than plastering it onto teenybopper underwear and printing a hackneyed #YOLO-style motivational message underneath it?