Hayat Kimya’s line of paper towels featuring Betty Boop has been such a hit in Turkey that the manufacturer will be doing a second run this year.
Licensed by King Features, in a deal brokered by King’s Turkish agent, Gamma Medya, the paper towels launched two years ago and will continue this year with new advertising and in-store promotional support.
“We are delighted to have Betty Boop at the center of such a successful product launch and expansion,” says Cathleen Titus, vice president, international licensing, King Features. “Hayat Kimya has done a wonderfully creative job of integrating our character both on the product and in its extensive advertising campaign. It is this kind of artistic treatment that helps propel products off the shelves all over the world.”