King Features rolls out Betty Boop Scent with Gaultier

Post the strategic agreements with FILA for Betty Boop, it seems as if King Features has set the game for year 2016. As the iconic toon – Betty Boop is back and ready to launch after 30 years of disappearance from the small screen, King Feature has outlined a robust new licensing programme around it. Of late the brand has partnered with fashion and design label Jean Paul Gaultier to launch new Eaux Fraîches fragrance designs that feature Betty Boop along with Popeye. King Features’ French licensing agent Biplano brokered the deal. Jean Paul Gaultier has created two character-based lable designs for its fragrances Classique, which will include Betty Boop on the packaging, and Le Mâle, which will include Popeye with its classic tin packaging. To build momentum ahead of the new scent launch and drive awareness, Jean Paul Gaultier also posted digital teasers throughout Paris Fashion Week on social media and posters. The fragrances will launch exclusively in France at Nocibé and Marionnaud perfumery chains on March 15. An online and worldwide release will follow in April/May. “We are thrilled to partner with such a creative talent,” says Cathleen Titus, vice president, international licensing, King Features. “Jean Paul Gaultier truly understands our characters’ DNA and how to translate that into pitch perfect design.” King Features is the exclusive worldwide licensing agent for Betty Boop, and is the owner of the Popeye property.