Brands Line Up to Feature Betty Boop's New Look

Bare Tree Media, Tilibra, Zazzle and Acoo/Mead will kick off the new merchandising program with products ranging from digital to stationery and more.

GLOBAL–King Features has tapped several licensees to begin rolling out products for the new Betty Boop merchandising campaign based on the “Betty Boop Now” style.

The re-imagined look for the iconic character has been in development for the past 18 months by King Features, Fleisher Studios (Betty Boop’s proprietor) and its leading design partners–including Zac Posen, the Pantone Color Institute, Hearst Magazines and the school of Visual Arts.

New merchandise includes “Betty Boop Now” iMessage sticker packs from Bare Tree Media; notebooks from Brazil-based Tilibra; and a 2019 calendar from Acco/Mead. Zazzle will also debut the “Betty Boop Now” collection online via the official Betty Boop store this fall.

“Our creative team has spent the past year and a half researching, refreshing and reimagining Betty, and everything is now beginning to come to fruition,” says Carla Silva, vice president and general manager, global head of licensing, King Features. “As we continue to showcase ‘Betty Boop Now,’ our licensees tell us they are excited to see that the new look resonates with today’s young woman. With realistic proportions and apparel choices that show her sassy attitude and style, ‘Betty Boop Now’ is more expressive. She has a wide range of facial expressions and a more animated mouth through which she can voice her opinion and make her thoughts heard. Young women can really respond to that portrayal of individuality.”

Additionally, the King Features Creative team has augmented its inventory of classic Betty Boop artwork with new poses and fashions for licensees who prefer it.

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