By Allison Watkinson
TLL Reporter
Loungerie has partnered with King Features to debut a licensed Olive Oyl product collection in Brazil for Mother’s Day.
The Loungerie x Olive Oyl partnership was brokered by Vertical Licensing, King Features’ licensing representative in Brazil.
The Loungerie brand has developed pajamas for women and children and gift items for the co-branded collection. The products feature prints, colors, and images associated with the Olive Oyl character.
“When we saw the opportunity to develop this collection, we were certain that it would be an intelligent strategy for our products, since Olive Oyl carries her strong characteristics as a form of manifest just like Loungerie, which seeks to position itself and reinforce that women are not constructed by stereotypes,” said Loungerie’s Adriana Tapajós. “And, thinking about Mother’s Day, despite the character not having children, the creative idea fits very well, assuming that, in addition to care and affection, a mother can also be daring and empowered.”
The Olive Oyl character IP is owned by King Features Syndicate. King Features is a producer and distributor of intellectual properties, character licensing and franchise development. The company also distributes comics, columns, editorial cartoons and puzzles across multiple platforms and content providers around the globe.
“As a brand that embraces the qualities that make each woman unique and special, Loungerie is an ideal partner for Olive Oyl who has celebrated her individuality for over 100 years,” said King Features VP, Carla Silva. “We are thrilled to celebrate Mother’s Day together with this special collaboration.”
The Olive Oyl collection is currently available at Loungerie’s e-commerce shop and retail locations in the Brazil region.
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