TOTAL LICENSING
Just call me Olive! King Features Syndicate has unveiled a new look and feel for one of animation’s most iconic characters, Olive Oyl. Due to her portrayal on screen over the years, Olive is often perceived as a damsel in distress, caught in an ever-present love triangle. But in reality, Olive Oyl was delivering laughs to readers 10 years before Popeye ever entered the picture and she is a much more complex and inspirational character than
most people realize. After decades of living in Popeye’s shadow, it’s time for the world to meet the true Olive, a woman who is dynamic, relatable and real. Created in 1919, Olive was groundbreaking for the era as one of the first, globally recognized female cartoon character who did not conform to traditional female stereotypes. Tough and independent, Olive never required support from a partner, providing for herself first as an entertainer and later through other careers. And while she had many interested suitors over the years, she chose never to marry or start a family. Her attributes make her timeless and as relevant today as she was 100 years ago. Olive Oyl is not a superstar or someone who per-
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forms spectacular feats. Olive is just Olive, and proud of it. She genuinely loves herself. From her physical appearance to her personality quirks, Olive embraces those things that make her unusual — and that’s what makes her beautiful. She is a huge romantic who is proud to be a lady but doesn’t feel bound to act lady-like. A smart and empowered woman with high standards, she is also lighthearted and adaptable with a wry sense of humor. She shows that a woman can be many things — powerful, driven, vulnerable and sensitive — and that emotions are meant to be felt and expressed. Her confidence radiates and inspires others of all ages, genders and backgrounds to celebrate their unique selves. As part of her rebrand, King Features has launched a set of new Olive Oyl trend guides that target fashionable fans. Olive embodies a lifestyle filled with humor and love, so the new creative highlights her dynamic personality. Her appearance has been refreshed through the incorporation of modern twists on retro fashion but the physical details that make her appearance unique remain. Flexibility is also a key identifier for Olive, so several poses that showcase her physical elasticity are included. The character art is paired with entertaining yet insightful editorial, telling humorous stories on product that consumers can connect with. “Timing couldn’t be more appropriate to reintroduce audiences to Olive Oyl,” said Carla Silva, VP and GM, Global Head of Licensing at King Features. “For too long this strong, confident and fearlessly female character has been viewed through a singular lens. With this rebrand we are not just introducing Olive to younger consumers for the first-time, we are also presenting more established fans with sides of her personality that they have likely never known before. Olive is not just a character, she represents an attitude and a lifestyle that appeal to a wide audience, one not limited by age, geography, gender or background.
Olive is just Olive, and we’re ready to watch her take the world by storm.” Over the decades, Olive Oyl has a long, successful history in consumer products. Style makers around the world have been inspired by Olive’s immovable confidence and glamourous self-perception, particularly those in the high-fashion space. For over 20 years she has served as Moschino’s muse appearing in collections each year across product categories, most notably their CHEAPANDCHIC fragrance which is in its 7th iteration since launch in 1995. Other recent fashion collaborations of note include Iceberg, Joyrich, Monnalisa, Liu-Jo, Original Marines, and United Colors of Benetton, DTRs with GAP, C&A and Zara and a 2021 Valentine’s Day retail program with C&A in Mexico. Beginning in Spring 2022, fans will see Olive’s new style represented across a range of collaborations, with King Features seeking new partnerships for the character in categories including apparel, accessories, health & beauty, jewelry, handbags, wellness and more.
