Paramount Global is celebrating the 45th anniversary of Jim Davis’ Garfield – one of the most iconic cats in show business. The very first Garfield comic was published 45 years ago today.
Why exactly is this cat so lovable? He naps whenever he wants, gets the first (and last) bites of all his favorite foods, he’s charmingly witty, and is all about self-love! His creator Jim Davis says, “It’s incredible to see that after all this time, Garfield continues to be a big fat hairy deal! It’s been 45 years since my first Garfield comic was published and fans are still in love with him – sassy cattitude and all!”
What is behind the popularity of this affable and amiable cat? “I suspect that the fact that there’s a little Garfield in each of us has helped to capture hearts around the world,” Davis says. “However this cat-next-door impacted your life, it’s been an honor to be part of this global phenomenon.”
Paramount is celebrating the beloved cat in several unique ways, one of which, of course, includes a birthday cake! Various artisanal bakers will be coming up with their own renditions to celebrate Garfield’s 45th. While the cakes will not be for sale, they are a stunning tribute to our favourite feline.
In Singapore, celebrated 3D chiffon cake artisan and best-selling cookbook author Susanne Ng is creating a special 3D Garfield birthday cake for the occasion. Says Ng, “Creating a cake for Garfield’s 45th birthday is an incredible honor for me, as it takes me back to my childhood days when I eagerly anticipated his comics in the papers every week. I adore Garfield’s relatable humor and effortlessly cool personality.” (IG: @susanne.decochiffon; FB: Susanne.Ng + Blog: lovingcreations4u).
Japan’s icing cookie artisan COOKIEBOY (IG: @_cookieboy_) is creating beautifully crafted edible art as a birthday bake from his heart. Says COOKIEBOY, “I am humbled to celebrate Garfield’s birthday, a beloved character that existed before I was born, by bringing him to life where he will be partying in cookies and cake form.”
Guo Hong, owner of specialty dessert boutique “SECRET SUCRE” in China is adding to the celebrations with her own interpretation of a traditional longevity bun cake! A certified dessert professional and graduate from France’s prestigious L’ECOLE FERRANDI PARIS, she shares, “I am so thrilled to be part of this tribute. I love Garfield because he knows all about good food and his attitude toward life is something we can easily identify with and learn from, which is to be easy-going and embrace yourself.”
Following the success of the Garfield comic strips, in February of 1980, Ballantine Books published Davis’ very first compilation called Garfield at Large, containing Garfield strips dating from June 19, 1978, (the very first) to January 22, 1979. The book became a New York Times bestseller and remained on the bestseller list for years. As part of Garfield’s 45th anniversary celebrations, Paramount Consumer Products has created a commemorative reprint, with only 300 copies available worldwide. Each copy is individually numbered and signed by Jim Davis himself, and is available for our biggest superfans at our select anniversary activations! Across Asia, as part of a collective birthday tribute on June 19, more than 80 influencers, artists and local celebrities will be showcasing this book on their social platforms, sharing their love for Garfield with their followers.
Nickelodeon Asia is also busting out the party hats and celebrating with birthday messages on the official Nickelodeon Asia Facebook, Instagram, and Nickelodeon and Garfield Weibo accounts, as well as on Garfield Instagram and Twitter feeds from Japan. In China, Garfield will be lighting up social media with continuous year-round campaigns on Weibo!
MORE EXCITEMENT TO COME!
| DATE | ACTIVITY |
| June 19 week | Garfield and Nickelodeon global social media sites across the world will feature:
|
| June 22- August 31 | ‘Special Garfield Holiday, Let’s Party Together’ celebration
At Haikou Mixc Shopping Mall in Haikou, China |
| June 25 | Garfield Run in partnership with Jomrun
|
| July 8 | Garfield Run in partnership with Jomrun
|
| July 23 | Garfield Run in partnership with Jomrun
|
| July 24 – August 6 | ‘It’s A Cat’s Life’ event
|
| July | ‘It’s A Cat’s Life’ event
|
| July – September | Launch of all-new Garfield merchandise, exclusively at Padini Concept Stores at 14 locations nationwide across Malaysia |
| July – December | Co-branded products in collaboration with Taiwan’s natural fruit tea stores, Mr. Wish |
| September 14 – 17 | Art display by local artists at Miyashita Park in Shibuya, Tokyo, Japan including
– Umao – Teppei Takahashi – Hikaru Matsubara – Fantasista Utamaro |
| November 5 | Garfield Run in partnership with Jomrun
|
| November 26 | Garfield Run in partnership with Jomrun
|
| December 1 | ‘Everything can be Garfield’ – China Weibo online marketing campaign |
| Q4 2023 | Garfield x Mr Kiasu event collaboration with Johnny Lau in Singapore |
| Q4 2023 | Garfield x Si Juki apparel and consumer products collaboration with Faza Meonk in Indonesia |
| Q4 2023 | Garfield x Chicaca figurine collaboration with Taiwan artist Hans Chi |
| Now on | Visit the Garfield shopfront at Amazon.com for all things Garfield! |
A myriad of Garfield 45 activations have already taken place this year, in collaboration with Medialink, Paramount Consumer Products’ licensing partner in Greater China and Southeast Asia. These include the Hari Raya Meriah celebration in Malaysia hosted by Pavilion Bukit Jalil shopping mall in March, and the recent Thailand Toy Expo in Bangkok featuring 10 Thai artists. In China, since January, Medialink has organized a Weibo marketing campaign inviting netizens – together with their own cats – to share their best impressions of Garfield. The campaign runs throughout the year.
The world of Garfield has been abuzz with collaborations, partnerships and prominent licensing programmes over the years, amongst them:
- An athleisurewear collection from PUMA
- Capsule collections from Marc Jacobs, Tommy Hilfiger, and a Bathing Ape
- Fashion collaborations in India with Celio, The Souled Store, and Athlizur
- Apparel with H&M, Bershka, Peter Alexander in Australia, Babiboo in China, and Jaspal in Thailand
- Apparel with Oriens JOURNAL STANDARD, Niko and GU
- Promotions with Dunkin Donuts in South Korea and a Garfield Café in Hong Kong
In 2024, Garfield will be seen in cinemas across the world in a computer-animated film. The movie will feature Chris Pratt as the voice of Garfield, alongside the voices of Samuel L. Jackson, Nicholas Hoult, Cecily Strong, Hannah Waddingham, Brett Goldstein, Bowen Yang, and Ving Rhames.
