King Features Syndicate - Animation, Comic Books and Licensing

Animation, Comic Books and Licensing

Many King characters were adapted to animation, both theatrical and television cartoons. Strips from King Features were often reprinted by comic book publishers. In 1967, King Features made an effort to publish comic books of its own by establishing King Comics. This short-lived comic book line showcased King's best-known characters in seven titles: Beetle Bailey, Blondie, Flash Gordon, Jungle Jim, Mandrake the Magician, The Phantom and Popeye. The comics imprint existed for a year-and-a-half, with titles cover-dated from August 1966 to December 1967. When it ended, the books were picked up and continued by Gold Key Comics, Harvey Comics and Charlton Comics.

In addition to extensive merchandising and licensing of such iconic characters as Betty Boop and Popeye, King Features has diversified to handle popular animation and TV characters (from Kukla, Fran and Ollie to Howdy Doody, Mr. Bill and Mr. Magoo), plus publicly displayed, life-size art sculptures—CowParade, Guitarmania and The Trail of the Painted Ponies. King Features also represents David & Goliath, an apparel and accessories line popular with teenagers.

As a sales tool, the King Features design team created colorful strip sample folders resembling movie press kits. With rising paper costs and the downsizing of newspapers, the comic strip arena became increasingly competitive, and by 2002 King salespeople were making in-person pitches to 1,550 daily newspapers across America. King was then receiving more than 6,000 strip submissions each year, yet it accepted only two or three annually. Interviewed in 2002 by Catherine Donaldson-Evans of Fox News, Kennedy commented:

It is difficult for cartoonists to break into syndication, but contrary to popular understanding, there's more new product being pitched now than 30 years ago. In that regard, there are more opportunities for new cartoonists. There's a finite amount of space to run comic strips—less now than 50 years ago. There are fewer two-paper cities and a lot of papers have shrunk their page size. New strips can succeed. The new cartoonists just have to be that much better.