Industry News


19 Oct - 2017

New “Betty Boop Now” Style Highlighting Modern Sensibilities and Contemporary Fashion Enhances Classic Betty Boop Program.

As the licensing community rolled into London for Brand Licensing Europe 2017 this October, several manufacturers are beginning to roll out product for the new Betty Boop merchandising campaign based on the “Betty Boop Now” style. The reimagined look for the fashion icon has been in development for the past 18 months by King Features, Betty Boop proprietor Fleischer Studios, and its leading design partners.

New-product introductions include:

  • A pioneer in the branded emoji sector, Boston-based Bare Tree Media launched its “Betty Boop Now” iMessage sticker packs in July as part of its promotional celebration for World Emoji Day, now in its fourth year. Emojis have become a common and incredibly popular way for people to communicate on a daily basis, with more than 6 billion text messages being sent every day.
  • Based in Brazil, Tilibra has created a fresh, fun collection of notebooks launching for the fall back- to-school season.
  • Designing personalizable products on demand, online retailer and creator of the Official
    Betty Boop store, Zazzle is debuting the Betty Boop Now Collection on the site this fall.
  • Acco/Mead has plans to use the new Betty Boop Now artwork in their 2019 calendar

Our creative team has spent the past year and a half researching, refreshing and reimagining Betty, and everything is now beginning to come to fruition,” said Carla Silva, King Features VP & GM, Global Head of Licensing. “As we continue to showcase ‘Betty Boop Now,’ our licensees tell us they are excited to see that the new look resonates with today’s young woman. With realistic proportions and apparel choices that show her sassy attitude and style, ‘Betty Boop Now’ is more expressive. She has a wide range of facial expressions and a more animated mouth through which she can voice her opinion and make her thoughts heard. Young women can really respond to that portrayal of individuality.

At the same time, inspired by the “Betty Boop Now” endeavor, the King Features Creative team has augmented its inventory of Classic Betty Boop artwork with new poses and fashions for those licensees who prefer it.

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