King Features Syndicate is expanding the French licensing programme for Betty Boop and Popeye with the appointment of M.J.A Licensing as its new local agent in the territory.

Continuing King Features’ momentum throughout the region, M.J.A. Licensing will expand the reach of its licensing program for the iconic characters to fans across France and its territories.

With this year’s 90th anniversary celebration of Popeye and the upcoming 90th anniversary of Fleischer Studios’ owned Betty Boop in 2020, M.J.A. Licensing will look to build upon the success of its already established licensing program in France with representation in new categories including apparel, footwear, figurines and collectibles.

“M.J.A. Licensing has already built such a successful licensing program for our properties in France and we are excited to continue the momentum with these new deals and products,” says Carla Silva, VP and General Manager, Global Head of Licensing for King Features.

An affinity for Fleischer Studios owned Betty Boop has already swept across France and continues to thrive through new apparel deals from Stonekids, the first collection of sweatshirts available this autumn, and footwear from C&A France. Additionally, there will be Betty Boop epiphany figurines from Alcara and new collectibles expected to launch in Fall of 2020 from Partworks.

Françoise Bouvet, founder of M.J.A. Licensing, says: “We are honored to have been chosen and delighted to have the chance to develop the King Features’ brands in our market because we know how rich and powerful they are. We strongly believe in their potential and are very excited to bring fans more licensed products very soon.”

The growth of M.J.A. Licensing in France continues King Features’ global expansion strategy to reach and grow new markets. It follows the recent appointment of new agents CPLG in Germany, Black White Orange in India, and Vertical Licensing in Brazil.