
Archie, Jughead, and the gang at Archie Comics have existed in a state of cultural suspended animation since their inception in the 1940s. For decades, the squeaky-clean characters and innocent plotlines (Archie has two dates to the prom!) have fascinated young girls curious about the high-school dating adventures that await them in their teenage years. In the 1950s the comics were selling as many as a million books a month, but present-day sales are a fraction of that... around 50,000 copies monthly. In the era of Paris Hilton and internet hook-ups, Archie's chaste dates at the malt shop seem downright anachronistic — which some would say is part of his charm.
But that's about to change. The publishers of Archie Comics have announced that in May, the characters are getting a makeover in an effort to appeal to slightly older readers. The illustration style will be more "sophisticated" and realistic, and less cartoony. The stories will also be longer and deal with more emotionally complex themes, although the plot-lines will continue to avoid hot-button issues like sex or drug use. The modernized Archies will appear in "digest" comics and eventually in graphic novels, while the traditionally-drawn Archie will continue on in the monthly comics.
The images shown here are the first to be released that show the characters' new appearance, which has been described as hipper and more stylish. It's also striking how thin the characters have become... Betty and Veronica look downright waifish.
As with any branding, tampering with a franchise's success (albeit in this case dwindling success) is not without risk. "If they are updating them, they have to be careful they don't in the end lose some of the appeal that they have," said a Denver comic-store owner in a recent Wall Street Journal story on the Archies' transformation. Reactions on comic fan sites have been mixed. A number of people thought that the new Betty and Veronica look like the Olsen Twins. (I'm not sure if that's good or bad....)
