DreamWorks Animation has appointed DHX Media-owned Copyright Promotions Licensing Group (CPLG) to represent Felix the Cat across North America, Europe, the Middle East and Africa.

Created in 1919, Felix the Cat was the first moving image broadcast on US television airways. In the years since, he’s arguably lived more than nine lives. And since purchasing the brand in 2014, DreamWorks Animation has been building Felix the Cat’s  profile through a series of collaborations in the worlds of art, music and fashion.

CPLG now plans to establish Felix the Cat as a cross-category lifestyle brand, with a range of products that tap into the character’s appeal with the teen market.

Style guides will reference Felix’s archive dating back nearly 100 years. Fashion collaborations will launch at key retailers beginning this year, with a full cross-category rollout planned for 2017.

DreamWorks Animation tapped CPLG to rep Felix in France last April, at which time the property joined CPLG France’s existing roster of DWA properties that include Madagascar, Shrek, Kung Fu Panda and How to Train Your Dragon.