Through extensive research, interviews and brainstorming, the team put together a brand book for Betty, which they presented to King Features in July. Betty’s true identity, they said, is funny, self-sufficient and streetwise—"the original 'sass symbol.'" The students recommended that King Features seek out partnerships with brands that embrace and reinforce these attributes.

"When I first sat down with Lauren, C. J., Vanessa and Ryan, they instinctively recognized the importance of Betty Boop and what she represents," Caruso says. "They also recognized the importance of how a character needs to adapt. Their research and creative thinking have helped reposition Betty Boop to continue her journey and find her place in today’s Millennial mindset."

Next year, King Features is rolling out several collaborations as part of their Betty Boop campaign. Among them: Betty Boop Red, a custom shade created by Pantone, provider of professional color standards for the design industries, and an original Betty-inspired dress by fashion designer and Project Runway judge Zac Posen.

A version of this article appears in the fall 2016 issue of Visual Arts Journal.