New licensees on board as 2019 marks 100th anniversary of property.
As Felix the Cat gears up to celebrate its 100th anniversary in 2019, Universal Brand Development is commemorating the milestone with a number of activities including new partnerships, special product launches and retail events.
Led by high profile collaborations – most recently with skatewear brand, Huf Worldwide – the Felix the Cat lifestyle brand continues to expand across EMEA and the US, with a number of new partners brokered through CPLG.
Lauren Moshi – the LA-based apparel and lifestyle retail brand known for its line of graphic t-shirts – has launched a womenswear collection available in department stores and speciality boutiques worldwide. Additionally, Bamford Watch Department will launch a special edition Felix the Cat x Tag Heuer watch this summer.
Urban Outfitters in the US will release a Felix menswear capsule collection in July, while NailSnaps launched a range of Felix nail wraps earlier this year.
Felix the Cat’s other recent design collaborations include fashion labels such as Coach, Bathing Ape and design duo Fyodor Golan and Dutch brand Scotch & Soda. Mango has also recently debuted a boyswear t-shirt range for SS18 season.
2019 will see the launch of a special 100th anniversary apparel collection from US licensee Ripple Junction. Funko will launch a range of Felix collectables and fashion accessories from Loungefly globally from early next year.
To support the anniversary, a 100th style guide is in development utilising vintage poses of Felix the Cat to be used across special anniversary product ranges and packaging.
“It’s incredibly exciting to see the licensing programme take shape on the eve of the brands 100th anniversary,” said Victoria Whellans, senior business development manager, brands at CPLG. “Felix has become one of the most popular and enduring animated characters.
“It’s fantastic to see him embraced by retailers and licensees, placing him firmly back into popular culture and attracting a new generation of fans”