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.”

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,”

Heathside Trading and OddBalls join growing licensing programme for beloved brand

Leading licensing agency Bulldog Licensing, which represents Sesame Street in the UK on behalf of the global impact non-profit Sesame Workshop, has announced two new deals for the much-loved brand as Sesame Street continues to grow its presence on screen, on digital platforms and at UK retail.

Heathside Trading and OddBalls are the latest partners to join the fast-growing Sesame Street licensing campaign.

Heathside Trading, which specialises in branded toys and games, collectibles, drinkware and gifts, will be producing a wide range of Sesame Street gifts and novelties, including mini figures, 2D keychains, 3D bag clips, drinking bottles, bobblehead figures and die cast figures.

Aimed at children and parents, and multi-generational Sesame Street fans, the line will be launching at gift shops, toy shops and online, in a deal brokered on behalf of Heathside by Kirsty Guthrie of KJG Limited.

OddBalls, a major name in underwear design, sportswear, clothing and accessories, will be producing Sesame Street underwear and pyjamas for both children and adult fans.  The new range will be launching through multiple online outlets, including Amazon and myoddballs.com.

Both of these new lines will employ designs inspired by Sesame Street’s colourful characters, along with the brand’s positive messages about laughter and learning engaging fans of all ages while delivering on its mission to help children grow smarter, stronger and kinder.

Sesame Street is a key focus for Bulldog in the UK. Working on behalf of Sesame Workshop, the agency has announced numerous deals for Sesame Street as it continues to grow its presence at UK retail. These two latest deals, join Just Play’s master toy programme and a rapidly growing pre-school licensed product range at all major retailers. Sesame Street also has strong nostalgia appeal,  inspiring successful ranges of apparel, badges, embroidered patches and more.

This strong retail and licensing performance comes at a time when Sesame Street programming is enjoying a hugely successful and growing broadcast and digital reach on Amazon Kids+, Tiny Pop, Channel 5’s Milkshake! pre-school programming block, and a YouTube channel attracting an incredible 94 million annual views in the UK and Ireland, as well as a strong social media presence.

Max Nelson from Heathside Trading, says: “It’s amazing to think that four  generations have grown up with Sesame Street’s wonderful characters and positive messaging and that it continues to delight new fans. We’re thrilled to be part of the Sesame Street licensing programme and have no doubt that our range of brand-inspired gifts and novelties  will find a ready and enthusiastic reception from fans of all ages.”

Matthew Gibson, head of partnerships & licensing, OddBalls, says: “Laughter, learning, beloved characters and  iconic imagery are what Sesame Street has been about for over 50 years and still is about today. It’s an evergreen brand that always appeals. We’re thrilled and privileged to be bringing our expertise on apparel design and manufacture to this collaboration with Sesame Street.”

Bulldog MD Rob Corney adds: “So many licensees respect and admire the Sesame Street brand – most of them grew up with it and it’s now a hit with their kids! It’s no surprise that it has attracted such leaders in their fields as Heathside Trading and OddBalls, both of which have excelled themselves in bringing this loved and admired property to appealing ranges of gifts and apparel.”