UK licensing programme for iconic character continues to enjoy strong support

Bulldog Licensing, the leading licensing agency which represents Popeye in the UK on behalf of brand owner King Features Syndicate, has announced two more major deals for the iconic brand, with leading fancy dress, Halloween and carnival manufacturing company Smiffys and with Player Ammo, which produces a healthier alternative to sugary energy drinks.

Smiffys will produce a range of costumes and accessories for adults and kids based on Popeye, his girlfriend Olive Oyl and other friends and foes of the popular sailor man. They will be available at Smiffys stores as well as online from early 2025.

Player Ammo proudly presents a limited Popeye 95th Anniversary Edition, powdered energy drink and shaker bundle. This special bundle features a Mango & Guava flavour with vibrant designs showcasing the legendary sailor man squaring up to Brutus. Having debuted at London MCM comic convention at ExCel in May, it’s now available for purchase via www.playerammo.com and marketplaces.

RH Smith – universally known as Smiffys – has been in the business of fancy dress since 1894, becoming a global organisation with offices and showrooms worldwide. As the leading fancy dress, Halloween and Carnival manufacturing company in the UK, the company distributes nearly 7,500 products to over 2,000 stockists around the world, with over 26 million items shipped every year.

Player Ammo produces energy supplements with a difference. Not fans of sugary or fizzy drinks, the team behind the company aimed for something that was tasty, affordable and healthy. A supplement created to boost cognitive energy and focus that is a healthier, vegan-friendly alternative to sugary energy drinks. Infused with potent nootropics, Player Ammo delivers the sustained energy and mental clarity necessary for peak performance in gaming, sports, and is utilised by professionals ranging from nurses to engineers.

Popeye is one of the world’s best-known brands, with a strong appeal to people of all ages for nearly a century. His signature muscle-enhancing diet of spinach and his catchphrases “I Yam What I Yam” and “Well Blow Me Down!“ have inspired thousands of comic strips, hundreds of books, and over 600 episodes of cartoon content, not to mention songs, posters, films and much more.

Popeye is not only ingrained in pop culture he has become one of the most recognisable and beloved characters in the world. Now, with his 95th birthday in 2024, Bulldog Licensing is building on the already strong Popeye licensing programme within the UK, most recently through a deal with Skinnydip for phone cases apparel, accessories, and much more.

Bulldog’s Licensing Director Vicky Miller says: “The appeal of Popeye remains powerful after nearly a century, and it is no surprise that he is an inspiration for dress-up and energy drinks from two companies that are admired for quality and innovation. The UK licensing programme for this iconic character continues to enjoy strong support – and it’s still growing; we look forward to making more announcements soon!”

Dominique Peckett, Director at Smiffys, says: “Popeye is one of the most identifiable and popular characters on the planet, with a look and style perfectly suited to fancy dress. We’re thrilled to be working with a brand that enjoys such incredible levels of awareness and popularity – and that has been around almost as long as we have!”

Mohammed Javed at Player Ammo, says: “Popeye’s active, can-do image and confident, upbeat attitude have made him a hit for decades and are perfect for a product range that emphasises energy and positivity. It’s a real thrill to be working on this legendary property.”

Bulldog brings world’s biggest LGBTQ+ media brand to licensing for the first time

Independent licensing agency Bulldog Licensing has been appointed by brand owner Stream Publishing Limited as licensing agent for the UK and Ireland for attitude, the definitive gay magazine.

Bulldog Licensing will be building on the strong awareness and positive associations of the brand and pursuing new and expanded opportunities in the adult market as attitude comes to licensed products for the very first time.

Key initial categories will including apparel, accessories, gifts, wall art, houseware and health and beauty. The magazine’s design assets also support numerous opportunities that embrace famous magazine covers and features as well, of course, as the iconic attitude logo.

Launched in March 1994, attitude is the best-selling gay magazine in the UK and Europe and the world’s biggest LGBTQ+ media brand. It combines a reputation for major exclusives news on serious issues affecting LGBTQ+ people all over the world with blockbuster celebrity interviews, hot men, the latest fitness tips, cutting-edge fashion and profiles of the best travel destinations.

The print title is sold in 31 countries worldwide, many in translation, while in digital form subscriptions are downloaded in more than 120 countries. It has a massive social media following, in the millions across multiple platforms, and has inspired the establishing of the Attitude Magazine Foundation, a registered charity which has raised and distributed more than £500,000 for LGBTQ+ causes since its founding in summer 2018.

Darren Styles, MD of Stream Publishing, says: “We have long believed that, as the world’s biggest LGBTQ+ media brand, attitude has a lot to offer in the realms of licensing and branding with the help of the right partner: in Bulldog we have undoubtedly found that partner. Its understanding, expertise and vast network of contacts across the industry, as well as its skill in managing diverse brands and target groups, will help us to build on the enormous success and strong awareness that attitude has attracted over more than 30 years.”

Bulldog MD Rob Corney says: ““attitude is a byword for excellence in writing, design and campaigning that stands out not just among gay magazines, but as an iconic brand in its own right. Popular, admired and culturally significant from day one, attitude offers numerous design assets and fantastic opportunities for licensing that demonstrably unique – for licensees to address a discerning audience across many categories.”

Summer launch for fourth and fastest generation of classic toy brand at retail and on TV

Independent licensing agency Bulldog Licensing has been appointed by ADK Emotions NY Inc. and T-Licensing Inc. as UK and Ireland licensing agent for BEYBLADE X – the fourth generation of the classic toy brand that has entranced kids and adults since it burst on the scene 25 years ago.

Starting as BEYBLADE in 1999, then launching as BEYBLADE: METAL FUSION in 2008 and BEYBLADE BURST in 2015, the iconic battling spinning tops and launchers have sold over 500 million toy units globally.

The toys have also inspired hit animated series: the show based on the most recent generation, BEYBLADE BURST, has been broadcast and streamed worldwide.

Now with the arrival of BEYBLADE X, launched this summer in the UK and Europe, BEYBLADE’s already stellar success is about to reach another level. The exciting new BEYBLADE X is the fastest BEYBLADE ever, boasting a customisable three-piece system, die cast metal battle layer, burst function and brand-new gear system.

After its launch in Japan in July 2023, BEYBLADE X became one of the best-selling toy brands of the year in that country and is rolling out across multiple territories throughout 2024, backed by a massive cross-media marketing presence, including a global strategy involving regional YouTube channels featuring animation, toy, influencer, and trending content. And of course, there are iconic all-ages BEYBLADE tournaments taking place all around the world and a brand-new multi-language Roblox online gaming collaboration.

Supporting this activity will be an all-new TV series delivered by an all-star team of manga and anime greats and, of course, a major licensing campaign, managed in the UK and Ireland by Bulldog. ADK Emotions NY Inc. and T-Licensing Inc. recently announced the launch of BEYBLADE X in several new global markets, with the UK premiere of the whole series dropping on BBC iPlayer on Monday 19^th August 2024.

The licensing potential of BEYBLADE X is clearly extraordinary, as the success of previous BEYBLADE generations makes clear. BEYBLADE BURST alone has inspired a wide range of SKUs, encompassing everything from bikes to bedding and from backpacks to books.

The BEYBLADE X licensing campaign, aimed at a core market of children to teens but with a strong nostalgia appeal to the adult market, is certainly extensive, encompassing multiple categories that range from kids’ and adults’ apparel to backpacks, lunchboxes, stationery, party goods, food, confectionery, publishing, collectibles, digital gaming, apps and much more, supported by promotions involving restaurants, stores and many other partners.

A representative from ADK Emotions NY Inc says: “The design brilliance of BEYBLADE X and the BEYBLADE brand values of competition, strategy, community and friendship have once again produced a memorable generation of toys that are set to be a worldwide hit. The licensing campaign will further extend brand reach to the vast BEYBLADE fanbase and we’re delighted to be working with Bulldog, one of the leading agencies in Europe, to bring BEYBLADE X to multiple licensing categories across the UK and Ireland.”

Bulldog MD Rob Corney says: “BEYBLADE X combines the powerful appeal of an established brand with the excitement of a new generation in a way that will galvanise demand both for the core product and for licensed product inspired by the brand. The arrival of BEYBLADE X in Europe is an extraordinarily exciting event and one we fully intend to support with a comprehensive and multi-category licensing strategy that does full justice to this incredible brand.”

Multi-category deal for classic show launches with apparel and phone cases
as new season is announced

Bulldog Licensing, the leading licensing agency which represents much-loved, classic crime-fighting franchise Totally Spies! in the UK on behalf of brand owner Banijay Kids & Family, part of content powerhouse Banijay Entertainment, has announced a new deal for the iconic brand with Skinnydip, a renowned supplier of fun and quirky accessories, clothing and lifestyle product.

Recently launched on the Skinnydip site is the first product in the Totally Spies! x Skinnydip London collab, a series of phone cases featuring colourful, action-packed illustrations starring Sam, Clover and Alex, three teenage girls from Beverly Hills, who live a double life as undercover agents fighting crime while trying, not always successfully, to live normal lives as students.

Much more is on the way; this agreement extends to tech accessories, apparel, accessories, beauty and bathing, gifting and travel and homeware.

Produced by Banijay Kids & Family label Zodiak Kids & Family France, Totally Spies! originally ran from 2001 for six seasons, hooking a generation of fans with its iconic aesthetic and powerful female leads.Totally Spies! has sold to 220 territories and is available in 60 languages, with an impressive 1.63 million subscribers, 2.1 billion views and 362 million hours streamed on YouTube alone. The show also has 1.4 million Facebook followers worldwide.

A seventh season was announced in 2022 and has launched in France on Gulli (M6) and will air around the world on Discovery Kids LatAm, and Warner Bros. Discovery across EMEA and the US. Last month Gulli and Warner Bros. Discovery EMEA confirmed season 8, plus Amazon has unveiled development on a young adult live-action adaptation of Totally Spies! with Amazon MGM Studios, Banijay Kids & Family, and Jessica Elbaum  and Will Ferrell’s Gloria Sanchez Productions.

The licensing campaign for the brand launched late last year and licensing industry interest is already strong. The initial focus for Bulldog is on a strong adult nostalgia market keen to revisit an entertainment classic. Some of the early categories targeted will be apparel (daywear and nightwear), fashion accessories, tech products, health & beauty and stationery.

Skinnydip launched its first phone case design in 2011. Since then, it has evolved to become a go-to destination for female Gen-Z clothing and accessories. Today it serves up unique, witty and stand-out products to an ever-growing community of customers, influencers and celebrities around the globe through Skinnydiplondon.com, its two standalone stores and over 200 stockists worldwide The company has also collaborated with a wide range of household-name entertainment brands.

Bulldog’s Licensing Director Vicky Miller says: “It’s no surprise Totally Spies! is attracting such a positive licensing industry response. The show enjoys enduring appeal among adults who fell in love with the original action, gadgets and missions, alongside young audiences who also enjoy the show’s wit, invention, and positive messages about friendship and teamwork. It’s ideal for many categories, which is why we’re thrilled to be working with Skinnydip, a company with a strong offering that appeals to multiple age groups.”

Lewis Blitz, Managing Director at Skinnydip, says: “Totally Spies! ticks so many boxes for our customer base in terms of humour, excitement, style and of course female empowerment, all combined with powerful and arresting imagery. Sam, Clover and Alex are a welcome addition to our accessories, clothing and lifestyle ranges.”

Roubina Tchoboian, Head of Global Licensing at Banijay Kids & Family adds: “With the season 7 launch, confirmation of an 8^th series and the development of a live-action version, there is significant momentum for Totally Spies!. Skinnydip, with its fun and fresh approach to accessories and lifestyle products, is a great partner for the brand, and the perfect fit for our sizeable millennial and Gen Z fans,”