Premium was founded in 1973 by Giancarlo Fregnani who had a big experience in promotions and consumer, for which he created promotional campaign today considered “historical”.
Among founders of the Italian licensing industry, Premium s.r.l. was the first to speak licensing in Italy, starting with Warner Bros. and DC Comics characters, Mattel’s brands, MGM and United Artists, just to remember some licenses.
Nowadays, Premium represents King Features Syndacate, Inc. (part of Hearst Holdings, Inc.), who has the worldwide rights of some historical character such as Popeye, Olive Oyl and Betty Boop.
Premium s.r.l. also promotes Italian authors who present all the characteristic to start a licensing project. From here, the collaboration with Guido Crepax’s sons for Valentina. Recently Premium s.r.l. has started to work with Ernesto Carugati for the art works of the Italian artist, Salvatore Fiume.