DreamWorks Animation has appointed leading licensing agency CPLG for its brand Felix the Cat across EMEA and North America.

DreamWorks Animation bought the rights to Felix the Cat in 2014 and has since been building the brand profile through a series of collaborations and halo projects within Art, Music and Fashion.

With extensive experience and understanding of building classic brands, CPLG will establish Felix the Cat as a cross-category lifestyle brand by creating a range of product at retail that taps into the heritage and iconic appeal within the teen/young adult market.

CPLG will continue the high profile collaborations programme and launch Felix the Cat in fashion at key retailers from late 2016 with a full cross category rollout from 2017.

Style guides will draw upon the wealth of assets within the archive dating back almost 100 years with development of seasonal trend guides as well as creative use of assets in line with territory and retailer specific requirements.

Steve Manners, Executive Vice President CPLG states that “Felix the Cat is a timeless classic, with appeal across all ages, whose cultural influence can be seen across art, music and fashion. We are delighted to be working with DreamWorks Animation to develop Felix as a lifestyle brand worthy of his heritage.”

“Felix the Cat enjoys incredible heritage and CPLG is the perfect ambassador to amplify the brand with a number of fantastic, cross-category product initiatives across EMEA and North America,” said Jonathan Baker, Head of International Licensing, DreamWorks Animation.

Created in 1919 Felix the Cat was one of the first-ever animated superstars and the first moving image ever to be broadcast on US television airways. With a high profile celebrity following and a true pop culture legacy, Felix is set to reignite a whole new generation of consumers. The cat is definitely back!