By Gary Symons
TLL Editor in Chief
Kewpie was conceived as a symbol of love and laughter, and the brand certainly lived up to that reputation this Valentine’s Day.
Licensing Works!, the exclusive agent for the Kewpie Corporation, brokered the launch of several new Kewpie products, timed for Valentine’s Day.
Kewpie Corporation owns the global rights for the Kewpie intellectual property, and Licensing Works! is the brand’s exclusive agent worldwide, except for the Japan market.
Created in 1909 by Rose O’Neill, Kewpie began as a comic strip before becoming a global sensation through dolls and merchandise.
Recognized as “America’s First Female Cartoonist,” O’Neill was a trailblazer in character licensing and a passionate advocate for social justice, including women’s suffrage and racial equality.
Her artistic and social contributions have earned her numerous accolades, including induction into the National Women’s Hall of Fame in 2019, an Eisner Award at San Diego Comic-Con in 2022, and recognition as a Legend in the Toy Industry Hall of Fame (2023).
O’Neill’s vision for Kewpie as a “good-will ambassador” continues to inspire generations, blending love, laughter, and philanthropy with creative innovation.
Licensing Works! said it signed up a number of exciting direct-to-retail (DTR) programs, offering fresh ways for fans to enjoy the beloved Kewpie character.
“We’re thrilled to collaborate with such fantastic partners to bring Kewpie to life in new and exciting ways,” said Leslie Levine, owner of Licensing Works! and agent for the Kewpie Corporation. “As ambassadors of goodwill for over 115 years, Kewpie inspires love and joy, making it the perfect muse for a wide range of products, from apparel and home goods to collectibles and stationery.”
Licensing Works! announced five new programs for the Kewpie Brand.
Cotton On, an Australian-based global retailer, leads the way with a collection of more than uniquely designed Kewpie-themed apparel items and accessories. Available worldwide through Cotton On, Body, and Rubi brands, this range includes T-shirts, camis, hoodies, dad caps, bucket hats, sleepwear, socks, jewelry, and more, including the Kewpie sleep mask pictured at top.
Cotton On operates across 22 countries and 1,500 stores, with a strong presence in the U.S. and Australia, bringing Kewpie to fans everywhere.
Urban Outfitters is the launch partner for Smoko’s collectible Kewpie figurines, and a line of Kewpie nail products, stickers, and pins designed by visionary artist ONCH. These unique nail designs were featured by Oprah Daily as “The 8 Best Press On Nails Perfect for Valentine’s Day”. Licensing Works! also says there will be more to announce soon from Urban Outfitters.
Moni Honolulu now offers a unique collaboration of Kewpie-themed products store-wide, exclusively available in Hawaii. The line includes gifts and novelty items, bags, apparel and more.
Licensing Works! also announced new manufacturing licensees for the Kewpie brand with Goodie Two Sleeves and Whatever Co. for apparel and accessories.
Ongoing partners include Hot Topic, ONCH, Smoko, The Oblong Box Shop, The Forecast Agency, and DoodleUS.
For more information about Kewpie licensing opportunities, visit Licensing Works!.
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