New York, NY — King Features Syndicate, home to some of the world’s most popular entertainment characters, has unveiled a new look and feel for one of animation’s most iconic characters, Olive Oyl. Olive was often perceived as a damsel in distress caught in an ever-present love triangle, but in reality, Olive Oyl has always been a star in her own right, delivering laughs to readers long before Popeye ever entered the picture. After decades of living alongside Popeye’s stardom, it’s time for the world to meet the true Olive, a woman who is dynamic, relatable and real.

Created in 1919, Olive was groundbreaking for the era as one of the first, globally recognized female cartoon characters who did not conform to traditional female stereotypes. Tough and independent, Olive never required support from a partner, providing for herself first as an entertainer and later through other careers. And while she had many interested suitors over the years, she chose never to marry or start a family. Her strong will and affable nature make her as relevant today as she was 100 years ago.

Olive Oyl is not a superstar or someone who performs spectacular feats –– Olive is just Olive, and proud of it. From her physical appearance to her personality quirks, Olive embraces those things that make her unusual and truly loves herself. She is a huge romantic who is proud to be a lady but doesn’t feel bound to act lady-like. A smart and empowered woman with high standards, she is also lighthearted and adaptable with a wry sense of humor. Olive is self-assured, strong and not afraid to stand up for herself or get her hands dirty but also knows when to lean on her friends. Her dynamic personality shows that a woman can be many things — powerful, driven, vulnerable and sensitive — and that emotions are meant to be felt and expressed. Her confidence radiates and inspires others of all ages, gender identity and backgrounds ­to celebrate their unique selves.

As part of her rebrand, King Features has launched a set of new Olive Oyl trend guides that target fashionable fans. Olive embodies a lifestyle filled with humor and love, so the new creative direction highlights her dynamic personality. Her design incorporates a modern twist on retro fashion while her unique physical depiction remains the same. Flexibility is also a key identifier for Olive — both physically and emotionally –– so several poses that showcase her elasticity are included. The character art is thoughtfully paired with entertaining yet insightful editorial anecdotes that are relatable to her audience.

“Timing couldn’t be more appropriate to reintroduce audiences to Olive Oyl,” said Carla Silva, vice president and general manager, global head of licensing, King Features. “For too long this strong, confident and fearlessly female character has been viewed through a singular lens.  With this rebrand we are not just introducing Olive to younger consumers for the first-time, we are also presenting more established fans with sides of her personality that they have likely never known before. Olive is not just a character, she represents an attitude and a lifestyle that appeals to a wide audience, one not limited by age, geography, gender or background. Olive is just Olive, and we’re ready to watch her take the world by storm.”

Over the decades, Olive Oyl has had a long, successful history in consumer products. Style makers around the world have been inspired by Olive’s confidence and glamorous self-perception, particularly those in the high-fashion space. For over 20 years she has served as Moschino’s muse appearing in collections each year across product categories, most notably their CHEAPANDCHIC fragrance which is in its seventh iteration since launch in 1995. Other recent fashion collaborations of note include Iceberg, Joyrich, Monnalisa, Liu-Jo, Original Marines, United Colors of Benetton, DTRs with GAP, C&A, Zara and a 2021 Valentine’s Day retail program with C&A in Mexico.

Beginning in Spring 2022, fans will see Olive’s new style represented across a range of collaborations, with King Features seeking new partnerships for the character in categories including apparel, accessories, health & beauty, jewelry, handbags, wellness and more. 

About Olive Oyl
The leading lady — literally. Olive Oyl was on the scene delivering laughs to readers years before her future sweetheart Popeye entered the picture. Olive Oyl has always been ahead of her time. She genuinely loves herself and embraces those things that make her unusual — which is what makes her so appealing. Dynamic, relatable and real — she’s genuinely comfortable in her own skin. Confident and independent, she celebrates her unique self whole-heartedly, inspiring others to do the same. She’s unapologetic in voicing what she wants, knowing she’s entitled to change her mind. A smart and empowered woman with high standards, she is also lighthearted and adaptable with a wry sense of humor. Self-assured and strong, Olive is not afraid to stand up for herself, but she also knows when to lean on others. She shows that a woman can be many things — powerful, driven, vulnerable and sensitive — and that emotions are meant to be felt and expressed. Her personality radiates and inspires others of all ages and backgrounds ­to celebrate their unique selves. Olive is just Olive, and proud of it.

About King Features
King Features is a premier producer and distributor of the world’s most iconic intellectual properties and a leader in classic character licensing and franchise development. With one of the longest-running consumer products programs in the industry, King Features’ portfolio includes world renowned pop culture brands such as Popeye, Olive Oyl, Cuphead, Flash Gordon, The Phantom, Hägar the Horrible, Moomin, Prince Valiant and Mandrake the Magician. King Features is currently producing The Cuphead Show! with Netflix Animation. As content syndication specialists, the company distributes beloved comics such as Blondie, Beetle Bailey, Mutts and dozens of others as well as columns, editorial cartoons and puzzles across multiple platforms and content providers around the globe. King Features is part of Hearst Newspapers, which publishes 24 dailies and 52 weeklies, including the Houston Chronicle, San Francisco Chronicle and Times Union (Albany, New York), and operates local digital marketing services and directories.