Expansion for Smiley Licensing

Samantha Loveday

By Samantha Loveday

February 29th 2008 at 10:50AM
Expansion for Smiley Licensing

New agents and new products signed up as brand expands internationally.

Smiley Licensing has appointed six international agents, with the new signings making products available to a wider audience in key territories such as Japan, Korea, India and the Middle East.

Digikore Studios (India), IPPark (Korea), Tact Communications (Japan) and Copyright Licensing (Middle East) have all be signed up, while new agents for the US and South America will be announced shortly.

The Smiley brand has recently been enjoying solid growth in Europe with the launch of design-led products like apparel, jewellery and fragrances into high-end international retailers.

On top of this, Ravensburger has inked a deal for the first ever 2D and 3D puzzles featuring the famous yellow and black icon.

The Smileyworld Puzzleball is made up of 60 curved plastic pieces that fit together to form a perfectly round ball. Meanwhile, the company has also produced a more traditional 1,000 piece jigsaw puzzle. When fully assembled, the jigsaw reveals a crowd of Smileys in various states of euphoria.

"Products featuring the Smileyworld icons help people to express themselves and can help children to learn about human emotions," commented Nicolas Loufrani, CEO of Smiley Licensing. "The new Ravensburger 3D puzzle is a good example; it comes on a stand and you can use it to display your mood of the day on your desk."

Smiley comprises two distinct brands. Smiley World, based around 1,200 Smiley internet icons, is a social expressions strand for children and teens. Meanwhile, the Smiley Collection, based on the historic black and yellow icon, is a lifestyle strand, anchored in fashion, for young adults.