New partnership is part of brand extension plan for DreamWorks’ classic brand.
This month sees luxury fashion brand Coach launch a new collaboration with DreamWorks’ Felix the Cat property.
The partnership launches as CPLG embarks on an extensive lifestyle driven licensing programme for the brand across EMEA and North America.
DreamWorks appointed the agency to build Felix the Cat in the territories in June.
The Coach collaboration includes 16 lines across women’s ready to wear, handbags, jewellery and soft accessories, all featuring the character. It has launched across 13 global flagship stores, online at Coach.com and high profile department stores such as Bloomingdales, Neiman Marcus and Nordstrom.
The range has already garnered celebrity fans, with actress Chloë Moretz pictured with one of the handbags.
Since DreamWorks bought the Felix the Cat brand in 2014, it has been steadily building awareness through high profile hero partnerships and collaborations.
These have included Joyrich on a range of apparel; Felix the Cat x Bait on a range of limited edition Diadora sneakers, pins, t-shirts and figures (pictured below); plus Castelbajac, Pearly Gates and Bathing Ape all on apparel.
The recent collaboration with Bathing Ape was picked up by many influential fashion bloggers, helping to demonstrate to retailers the demand for the brand within popular culture.
Indeed, CPLG sees collaborations has an integral part of the overall licensing mix to launch Felix the Cat back into the public domain and drive consumer demand at retail level.
It is close to securing a number of apparel partners across its markets, which it believes will see the benefits of the collaborations it has coming up in 2017.
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