The Smiley Company is growing its representation across Asia - appointing Pacific Licensing Studio to manage the brand across the territory.
PLS has been charged with building up both the Smiley and Smileyworld brands through licensing, marketing and PR throughout Asia. The firm will represent the property in places including Indonesia, Singapore, Malaysia, Philippines, Thailand and Vietnam.
"While we reduce our network of international agents to better control our brand, we feel the PLS team has what it takes to be a real extension of our head office for a long-term brand building exercise," said Nicolas Loufrani, CEO of The Smiley Company.
Neal Rudge, partner at PLS, added: "What has really impressed us about Smileyworld and the way in which they're managing their brand, is how incredibly fashion forward and current - very much appealing to trend setters such as young adults and teens - it is, and that it is very design-driven as well. These are two very promising building blocks."