By Allison Watkinson
King Features has partnered with L’Oréal for a Qixi Festival themed licensing promotion featuring Popeye and Olive Oyl.
The Qixi Festival is an annual Chinese celebration that focuses on the love between Zhinü and Niulang in Chinese mythology. The Festival is often celebrated by romantic partners through gift-giving and dates.
“Popeye and Olive Oyl are one of pop culture’s most recognizable couples and we are thrilled they are part of this year’s celebration of the Qixi Festival in China through L’Oreal’s promotional campaign,” said King Features VP, Carla Silva.
L’Oréal’s Popeye and Olive Oyl-themed campaign is intended to promote the company’s Paris Men Expert Collection by featuring images of the fictional couple on gift bags, gift cards, puzzles, stickers, canvas bags, baggage tags, music boxes, and glassware.
In addition, the promotional campaign was supported by a live broadcast on Douyin and social media promotions on WeChat and Weibo.
The L’Oreal Paris Men Expert Collection includes health & beauty products such as Hydra Power Bom, Age Protect Bom, Volcano Bom, Hydra Sensitive Bom, Vitalift Bom, Oil Free Bom, Hydra Energetic Bom and Bright Revive Bom.
The licensed L’Oreal x Popeye products are currently available throughout mainland China at department stores, specialty retailers and e-commerce platforms.
The licensing and distribution rights for Popeye and Olive Oyl are owned by King Features Syndicate.
A division of Hearst, King Features is a global company that specializes in content syndication, character licensing and franchise development.
The partnership with L’Oreal was brokered by Medialink on behalf of King Features.