Bulldog strikes UK Popeye deals with Smiffys and Player Ammo

Bulldog Licensing – the licensing agency which represents Popeye in the UK on behalf of King Features – has signed deals for the brand with Smiffys and with Player Ammo.

Smiffys will produce a range of costumes and accessories for adults and kids based on Popeye, Olive Oyl and characters. The range will be available at Smiffys stores and online from early 2025.

Player Ammo has launched a limited Popeye 95th Anniversary Edition powdered energy drink and shaker bundle. The bundle features a Mango & Guava flavour with designs showcasing Popeye squaring up to Brutus.

“The appeal of Popeye remains powerful after nearly a century, and it is no surprise that he is an inspiration for dress-up and energy drinks from two companies that are admired for quality and innovation,” said Bulldog’s Licensing Director Vicky Miller.

“The UK licensing programme for this iconic character continues to enjoy strong support – and it’s still growing; we look forward to making more announcements soon!”

Dominique Peckett, Director at Smiffys, added: “Popeye is one of the most identifiable and popular characters on the planet, with a look and style perfectly suited to fancy dress. We’re thrilled to be working with a brand that enjoys such incredible levels of awareness and popularity – and that has been around almost as long as we have!”

Mohammed Javed at Player Ammo said: “Popeye’s active, can-do image and confident, upbeat attitude have made him a hit for decades and are perfect for a product range that emphasises energy and positivity. It’s a real thrill to be working on this legendary property.”