TOTAL LICENSING
From Insurance to Fashion Icon! The history of Popeye licensing in the Benelux goes back to the early seventies. At that time the strong sailor was known as a comic in magazines and albums. Dutch insurer Nationale Nederlanden was launching a new policy for pleasure crafts, and wanted to use the character of Popeye the Sailor Man to promote this new product at the Hiswa sailing event. The link between Nationale Nederlanden’s policy and the adventurous sailor was an instant success and opened many doors going forward. As merchandising was still in its infancy stage in the Benelux, the first years following this most projects were promotions. We have seen Popeye promote Nutella with a licensed puzzle in the lid, attract
children to open a savings account and even meat spreads with a Popeye. Off course a spinach deal could not missed on his resume so the launch of a new “spinachburger” had to be done with Popeye! Through the years Popeye has always kept an important spot in the licensing. As a classic, BN Licensing has seen him beat many hypes and ‘one-day wonders’ After all these years he still appeals to all demographics. Recently Popeye featured in the national campaign in Belgium to promote chicory, This 4 months promotion included a full outdoor campaign, commercial on national TV, special cookbooks and sampling of a special kidsbook at train stations throughout the country. Furthermore the most recent major Popeye collaboration will be executed with Scotch & Soda. This Dutch trendsetting fashion designer company has with over 180 owned stores and over 8000 counters a global footprint where their products are being sold. Scotch & Soda are launching a full spring summer collection with over 50 items including jackets, denim, shirts, accessories, head-, swim and footwear for men, women, boys and girls during this 90th anniversary year of the fearless sailor.
...and with Olive celebrating her 100th birthday, here are a few Olive Oyl historical facts: ª
First appearance: Thimble Theatre comic strip December 19, 1919. She was the star of the strip along with Harold Hamgravy and Castor Oyl
• Entertainment: Olive Oyl has appeared in about 25,000 comic strips and over 750 animated cartoons • First romantic moment with Popeye was a case of mistaken identity! •
In 1982, Olive Oyl achieved a “first” for women, by becoming the first female cartoon character to have a balloon in the Macy’s Thanksgiving Day parade
• She is well-known globally, but not always by her given name. In Spain she is called Rosario, in Sweden and Italy, Olivia, and as Olga in Finland •
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She has an established consumer products program including a decades-long relationship with Moschino. The Cheap & Chic fragrance launched in an Olive Oyl shaped bottle, won a FIFI Award for Best Women’s Packaging of the Year. It is still available today, having been re-released in multiple Olive Oyl-shaped designs over the years, most recently in 2017