SmileyWorld to showcase latest licensing food partners at PLMA

Jade Burke

By Jade Burke

May 25th 2016 at 10:19AM
SmileyWorld to showcase latest licensing food partners at PLMA

During PLMA in Amsterdam this month, SmileyWorld will unveil various sweet treats including chocolate eggs and ice cream from new licensing partners.

SmileyWorld is set to continue its expansion into the FMCG market in 2016, thanks to a raft of new licensing partners.

During PLMA in Amsterdam this month, the company’s latest food partners will be showcasing their collaborations, which include various sweet treats including chocolate eggs and ice cream.

Seven Days has developed a Smiley branded cereal starring the firm’s iconic icon, while Zaini is launching a line of chocolate and hazelnut treats with Smiley surprises inside.

Elsewhere, Witors has created milk chocolate eggs and Rolland R+R has teamed up with Smiley to launch a Smiley ice cream with a chocolate core cone.

Nicolas Loufrani, CEO of The Smiley Company, said: “Research shows that 70 per cent of 18-34 year olds associate the Smiley logo and name with ‘happiness’, which has given us the momentum for the rapid growth of SmileyWorld in the food category.

"But in addition to the ‘happiness factor’, our success can also be attributed to the fact that our characters and the Smiley name increase a product’s impact at retail. In a recent quant research study with mums, they agreed that SmileyWorld increases on-shelf stand out, improves positive perception of products and increases purchase intent.

“Also one of the few characters that lends itself naturally to the creation of shaped products, SmileyWorld is the perfect brand to bring happiness to food products across a range of categories.”