Smiley Company adds new VP of global brand direction

Mike Smith brings over 20 years' experience to lifestyle company.
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The Smiley Company has bolstered its team with the appointment of Mike Smith as VP of global brand direction.

Smith (pictured) brings more than 20 years' of experience to the firm. This includes five years heading up the Ben Sherman licensing business to The Smiley Company, which represents properties including the Original Smiley, Smileyworld and its collection of happy sub-brands.

"I am excited to join such an established company within the licensing world," Smith commented. "Smiley has huge potential across its brand offering and I look forward to working closely with the team and our partners to further growth and expansion of the business."

Nicolas Loufrani, CEO of Smiley, added: "Mike comes from a fabulous background and I know he will bring a wealth of experience to spread our positive brand message through engaging products and direction."

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