TOTAL LICENSING
independent, and aloof. I named the After 30 years in the public eye, the doll to their mirror at home, but
character after my grandfather, James how do you keep Garfield fresh it turned out to be much bigger than
Garfield Davis. He was a big cantan- and relevant to today’s consum- that.”
kerous man who you didn’t want to ers?
cross – but he actually had a heart JD: “I am always looking for ideas – Over the years, Garfield has ap-
of gold.” when I read, see a movie, watch a TV peared on TV, in movies, in news-
program…there are a million sourc- papers and, of course, on licensed
How has Garfield es of inspiration out there. I also have products around the world. How
changed or adapted over a number of young people in my life do you see the future developing?
the years? who keep me on my toes.
JD: “There were some ob- It helps a lot that Garfield primarily JD: “That’s the fun and challenging
vious changes in his looks concerns himself with two subjects: part. I really love technology so it’s
– the Garfield I drew in eating and sleeping. Those are such fun to see how he fits in with the dig-
1978 looks quite a bit differ- universal themes that they never get ital world.
ent from today’s Garfield. dated. Right now he’s being animated in a
His eyes got a lot big- I try not to use slang or sound like computer for two new DVD releases
ger which allowed me to I’m hip – fans would see right through and for a TV show (Dargaud Marina,
make him more expressive. that. “ France.) Garfield’s also making his
And his arms and legs got presence known on mobile devices
longer so that I could make What was the first license for Gar- and of course, on the Internet. So,
him walk upright in animation. field and when? I guess, wherever man goes, Garfield
He’s more proportionally round, JD: “Garfield’s first licensee was a will follow.”
too. His personality has stayed t-shirt company based in the U.S.
pretty much the same for the last named Brandywine. That was about Garfield’s appeal crosses age
30 years. He’s pretty 1980, I think. The owner’s name was groups and different countries.
much the same Joe, and the company was named for Why do you think this is?
self-centered, lazy, his daughter, Brandy.” JD: “I try not to over-analyze why
egotistical, lasa- people like Garfield -- I’m afraid I’d
gna-loving, coffee- Are there any particular licensed lose my focus, which is just to enter-
drinking, dog-hating products of which you are partic- tain people. I love what I do and that
cat he’s always been.” ularly proud, or that stick in your must somehow come through in the
mind over the years? strip.
When he first appeared, did you JD: “The most memorable product If Garfield has touched a nerve in
have a specific age group that you was the first book by Ballantine, Gar- some people, I’m guessing it’s be-
were targeting? field At Large. It was a compilation cause they recognize some qualities
JD: “No, I honestly didn’t. I’m sure I of the comic strips, and boy, I thought in Garfield that they share. We have
subconsciously pictured the average Garfield had really arrived when that a few mega-collectors in the world --
adult newspaper reader sitting at his/ book came out. these people have nearly every Gar-
her kitchen table with a cup of coffee The most popular Garfield prod- field product ever made. When I talk
in hand, but I just tried to write gags uct ever was the Stuck-On-You doll to these people, I hear the same thing
that made me laugh. Fortunately, my which was made by Dakin in the over and over -- Garfield reminds
timing couldn’t have been better on 1980s. That was the doll that people them of themselves, or one of their
launching the strip. There was a sort had stuck to their car windows and friends or family.
of cat craze taking place and Garfield such. It was a big hit and it’s funny, So essentially, Garfield becomes a
was in the right place at the right because we never expected it – we member of the family. I hope they
time.” were visualizing teenage girls sticking keep lots of lasagna on hand.”
102
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