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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