By Allison Watkinson
Licensing Works! is expanding the long-standing Kewpie brand with licensed merchandise designed by ONCH.
Licensing Works! made the deal on behalf of its client, the Kewpie Corporation. Licensing Works! is a licensing agency that partners with IP owners to increase brand awareness through new revenue streams.
“From our first conversation with ONCH, we loved the energy and passion he brings to his collaborations,” said Leslie Levine, the owner of Licensing Works!. “We are thrilled with the product and the messaging ONCH delivers on behalf of the Kewpie Brand.”
ONCH is an LA-based designer and reality TV personality. He is known for his food-themed jewelry lines and his licensing collaborations with popular brands such as Hello Kitty and My Little Pony.
“I was introduced to Kewpie as a young kid by my mother who always made sandwiches with what I called The Cute Mayo,” said ONCH.
“As a young adult, after learning about Rose O’Neill and the Kewpie Brand, I fell deeply in love with everything Rose created,” continued ONCH.
“It is such an honor to team up with a company that shares my same beliefs allowing me to use my art to help continue the legacy of Rose O’Neill. This collection was designed to embrace inclusivity and celebrate our individuality.”
The Kewpie brand was originally created in 1909 as a comic for Ladies’ Home Journal by the illustrator, Rose O’Neill. It primarily features characters that are styled as baby cupids who spread joy.
Since its creation, the Kewpie brand grew into a line of figurines, household products, poetry collections, and coloring books. The Kewpie Corporation acquired the brand from Jesco Imports in 2012.
ONCH has developed a Kewpie product collection that includes enamel earrings, pins, necklaces, and skateboard decks. As part of the co-branded design, the products will feature diverse skin tones and ONCH’s double-twist pretzel logo.
The collection debuted Oct. 14 on the livestream-based, e-commerce platform, NTWRK. The products are also available for purchase on the official ONCH website.
The marketing campaign for the licensed collection features nine celebrities including Courtney Revolution, Alessandra Torresani, Kent Boyd, and more.
By Allison Watkinson