DreamWorks appoints agency to build brand across EMEA and North America.
DreamWorks Animation has appointed CPLG to build its Felix the Cat brand across EMEA and North America.
DreamWorks picked up the rights to the brand in 2014, and has since been building its profile through a series of collaborations and halo projects in art, music and fashion.
CPLG will now look to establish Felix the Cat as a cross category lifestyle brand – creating a range of product at retail tapping into the heritage and iconic appeal in the teen/young adult market.
The agency will continue the high profile collaborations programme, launching Felix the Cat in fashion at key retailers from late 2016. A full cross category roll out is planned from 2017.
Style guides will draw upon the wealth of assets within the archive dating back almost 100 years with development of seasonal trend guides, as well as creative use of assets in line with territory and retailer specific requirements.
Steve Manners, executive vice president at CPLG, said: “Felix the Cat is a timeless classic, with appeal across all ages, whose cultural influence can be seen across art, music and fashion.
“We are delighted to be working with DreamWorks Animation to develop Felix as a lifestyle brand worthy of his heritage.”
Jonathan Baker, head of international licensing at DreamWorks Animation, added: “Felix the Cat enjoys incredible heritage and CPLG is the perfect ambassador to amplify the brand with a number of fantastic, cross-category product initiatives across EMEA and North America.”
Created in 1919, Felix the Cat was one of the first-ever animated superstars and the first moving image ever to be broadcast on US television airways.
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