Since 2015, the emoji brand has gone from strength to strength, and now, with a movie in the works, emoji CEO Marco Husges talks to Licensing.biz about why the future is yellow...
What are you guys showcasing at this year's Licensing Expo?
As in the previous year the emoji company is having a huge presence in Vegas. During the show we will showcase adorable products created by our global licensee. We will show apparel collections from all over the world, collectible toys from our latest promotional activities and give a broad overview what has happened with the official emoji® brand since its launch in 2015.
Why is 2017 a big year for you?
We signed our first licensing agreement in the second quarter of 2015 and made the lead with apparel at that time in our home market. Since then many things have happened and we signed more than 325 licencee since then.
Today the official emoji® brand stands for expressive, vibrant and commercially successful FMCG´s. Furthermore, the brand is prominently used in the F&B area, we do many promotions and loyalty programs with the largest players from those industries.
It is the diversity that makes the brand so attractive and its universal appeal. The official emoji® brand is a unisex life-style brand that targets teenagers from 11 years up.
2017 is a huge year for us as nearly all of our partners are either already out in the market with their products or products are about to be launched. The visibility of official emoji® branded products will be incredible globally.
What demand have you seen for emoji?
The demand for the brand is disproportionately high which the amount of partnerships verifiable demonstrates. Our partners include corporations such as Pepsico, Nestle, Ravensburger and Sony Animation Pictures.
We have entered into several DTR agreements with major retailers across the globe and our apparel can be found with major partners such as ZARA, Renner, Urban Outfitters , C&A, Bossini or Ripley.
We expect to have at least 400 licensees by the end of the year 2017. Most important is the fact, that the official emoji® brand reaches out into any region of the world.
There are simply no geographical or cultural borders when it comes down to the potential of the official emoji® brand and its related content. By today, we created more than 5000 copyrighted icons, characters, illustrations and patterns.
We also offer a customised development service and create icons individually for our clients. The licensing package is a one of a kind offer and the brand is a truly universal life-style brand that works in any region of the world while its scope of application is unlimited.
What are you looking to achieve at this year's show?
The Vegas Licensing Show is the gateway to the world of licensing and a must for every serious company from within this industry. We are happy to meet our existing partners face to face but of course to meet new potential clients at our booth.
We are excited to share our global experiences in Vegas with clients that come from so many different countries and to share our visions with them related to product development and marketing activities planned for the next year.
What can we expect to see from you this year and beyond?
The official emoji® brand has a solid year-round potential. It is a life-style brand and the potential is much different to entertainment brands that mostly depend on the success of accompanying entertainment formats.
There are no limits when it comes down to design new content and styles which is something we do consecutively. We have launched more than 40 guides with different themes since 2015 and have just recently increased our design team.
Our designers are inspired by seasonal and historical events, by music, films and happiness. We will continue to deliver new and state of the art design ideas to our partners in order to meet their demand for creating commercially successful FMCG´s for a global market place.
Of course, we are also working on new business areas. We are intensely working on the opening of official emoji® mono brand stores in various countries. In addition to that, the brand will shortly make its official appearance in the gaming and gambling segment.
We are happy and proud having entered into partnerships with leading licensee from all over the world since our launch in 2015.
While many new players come on board regularly, we have started with contractual re-newals and we very satisfied that our partners are having such a great success with the official emoji® brand at retail.
The feedback from the market is overwhelming and this is just the start of our collective iconic journey as we truly believe in the evergreen potential of the brand.