TOTAL LICENSING
Popeye’s trademark spinach is no doubt encouraging healthy eating. Has this been a help with the program? It absolutely is. In the 1930s the spinach growers credited Popeye with increasing the United States consumption of spinach by 33%! In 1937, a statue was erected in Crystal City, Texas, the self-proclaimed Spinach Capital of the World, to honor E.C. Segar and Popeye for their influence on America’s spinach eating habits, making Popeye one of the first cartoon characters ever immortalized in public sculpture. And that tradition continues today, our fresh and canned spinach partners are some of Popeye’s longest standing relationships lasting almost 40 and 30 years respectively. And they are just as important to our program today as they were decades ago.
Other than toys, what are the most popular product categories for Popeye? Apparel and accessories are key categories for Popeye. We continue to
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seek and secure new partners in the space who are inspired by his strong to the finish mantra and lifestyle. In order to expand the licensing program, we’re focusing on ecommerce, new content, location-based entertainment, and creating quality digital and physical product offerings to introduce Popeye to a new generation of fans.
Location-based entertainment is an important aspect of our overall business as it serves as another way to engage fans and offer them the opportunity to experience the brand firsthand. When these events become a reality, they not only create brand awareness, but they also develop a deeper connection with the fans. We know that the fans want meaningful experiences they can share with their friends. It’s all about story-telling and creating that emotional connection. We need to attract new audiences with original entertainment and innovative experiences. Our focus is to provide authentic and inspiring products and experiences for our fans around the globe!
Which countries have proved particular successful? Outside of the US, Japan is a significant market for Popeye. Our agent in the territory, Copyrights Asia, launched an aggressive Popeye program in Japan in 2018, partnering with best-in-class brands such as Dickies, New Era, and A Bathing Ape. For decades,Tokyo based