eOne takes So So Happy to Brazil with Endemol Shine

Teen lifestyle label So So Happy is expanding its global reach as Entertainment One appoints Endemol Shine to take the brand to Brazil.

Under the new deal Endemol Shine Brasil will be responsible for managing the property’s licensing, website and social media development in the country.

To help build the brand awareness in the Brazilian market, eOne and Endemol Shine recently launched So So Happy to social networks across the country including Facvebook, Instagram, twitter and Tumblr.

A design lifestyle brand for young adults, So So Happy features a cast of influential characters whose actions aim to reinforce a ‘culture of kindness through acts of encouragement, thoughtfulness, compassion and community outreach.’

“We are delighted that the partnership with Endemol Shine will help us bring So So Happy to Brazil,” said Ami Dieckman, head of international licensing for Entertainment One Licensing.

“The brand is now well established in the US and as we look to expand into new markets, Endemol Shine’s expertise in building innovative consumer products programmes and engaging audiences on social media, will ensure we can replicate this success.”

The partnership is the latest step in eOne’s plans to take the So So Happy brand to the global stage.

Endemol Shine’s director of licensing and brand promotion, Fernanda Abreu has said that the firm has high hopes for the partnership and the brandn the new market.

“For us it’s very important to associate with another large and relevant firm such as eOne,” added Juliana Algañaraz, director of business development for Latin America Endemol Shine Group.

“So So Happy reflects the values that are important to society and we look forward to bringing the brand to consumers across Brazil.”

About Robert Hutchins

Robert Hutchins is the editor of Licensing.biz and ToyNews. Hutchins has worked his way up from Staff Writer to the position of Editor across the two titles, having spent almost eight years with both ToyNews and Licensing.biz, and what now seems like a lifetime surrounded by toys. You can contact him by emailing robert.hutchins@biz-media.co.uk or calling him on 0203 143 8780 You can even follow him on Twitter @RobGHutchins if ranting is your thing...

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