Hearst-owned King Features, the worldwide licensing agent for Betty Boop proprietor Fleischer Studios, announced over a dozen deals in new territories across the globe, and the character’s first entrance into new categories such as sportswear, fine arts, and home decor.

In recent years, King has rebranded the evergreen 88-year-old cartoon icon into “Modern Classic Betty,” starting with a signature shade developed by Pantone called “Betty Boop Red,” and followed by apparel from Zac Posen, lipstick from MAC cosmetics, and partnerships with Moschino, Lazy Oaf, A Bathing Ape, Jean Paul Gaultier, Supreme New York, Lancome, and Yves Saint Laurent, among others.

Most recently the Grim Natwick-created character was used for a design challenge on an episode of Project Runaway All-Stars, and the plus-sized women’s brand Torrid launched a new collection, Betty Boop x Project Runway All-Stars.

The rebrand, according to King, has “spurred new poses, outfits and fashion collaborations aimed at millennials and others” and the “renewed relevance and energy around Betty has once again made her the go-to It Girl and muse for fashion designers and influencers at every level.” She’s certainly come a long way from her beginnings in 1930 as a half-woman, half-dog character who first appeared as the girlfriend to the Fleischer Studios’ popular dog star, Bimbo.

“Betty’s upbeat, celebratory, and positive personality along with her love of being in the spotlight make her a natural fit for the recent collaborations we’ve launched,” said Carla Silva, VP and GM, global head of licensing for King Features.

Here are the new licensing deals announced today:

United States
  • H3: New sportswear deal
  • Innovent Brands: Covering domestics/home decor
  • Rockin Pins: New deal for limited edition Betty Boop pins
  • Hyperround (South Korea): Range of new apparel launching summer 2018
  • Ben & Derreck (South Korea): New apparel and accessories launching fall 2018
  • Guang-Jia (Thailand): Betty Boop accessories
  • Continued expansion with upcoming deals to be announced in Japan
EU Territories
  • Le Pandorine (Italy): Magic for high-end fashion bags launching spring/summer 2019
  • Saborn (Benelux): New deal for apparel
South America
  • Passion Comercio (Brazil): New deal covering HBA
  • Loungerie (Brazil): New deal covering sleepwear, under garments, swimwear, toiletry cases and accessories
  • Zazoo: New multi-territory deal introducing fine art
  • MBI (US, UK and Ireland): Figurines
  • Bradford Exchange (US, Canada, Europe, Australia and New Zealand): New deal for home decor
  • Funko: Multi-territory deal for line of POP! vinyl figures

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