The Challenge

Betty Boop is one of the most licensed characters in entertainment history — but over the decades, her identity drifted from groundbreaking Jazz Age icon to one-dimensional pin-up. Betty’s worldwide licensor, King Features Syndicate, needed a brand strategy that could reclaim Betty's depth and make it resonate with a new generation.

Vintage merchandise from Etsy and eBay illustrating how Betty's brand narrowed over time.

The deliverable: a brand book grounded in Betty's wit, independence, and cultural significance.

The Result

Extensive research and discovery confirmed Betty is much more than just a sex symbol — she's savvy, self-assured, and powered by an indomitable spirit. Our brand book, including a manifesto and positioning language, reinforces those aspirational qualities and serves as a guidepost for licensing activities and collaborations. Read more about the project in SVA’s Visual Arts Journal.

From “sex symbol” to “sass symbol,” we amplified Betty’s most compelling characteristics.

Post-launch collaborations included a limited-edition lipstick launch with MAC Cosmetics and a partnership with Woman’s Day magazine promoting heart health.

Team: CJ Draper, Ryan Hausberger, Vanessa Machir, Lauren Vellek

Full text available upon request.