Smiley is set to maeke its first appearance at Munich Licensing Market 2015 on November 4th to showcase the story of its 40-year success story, as well as its plans and opportunities for the future.
The firm sees the Market as a great opportunity for the brand to present case studies of how it continues to successfully penetrate the market with key partners.
Smiley will showcase Smiley Kids, its foray in animated kids TV, at the event, where licensees will be treated to a sneak preview of a completely new range of products and style guides that Smiley is currently developing to complement the TV series release.
“I’ve spent the last few years moving Smiley away from its traditional ‘nuts and bolts’ consumer licensing model and repositioning it as a standalone lifestyle brand, by investing heavily in our design and marketing studio and this has caused real growth in the last year," said Nicolas Loufrani, CEO of Smiley.
"Today to be a true lifestyle brand it is no longer just about apparel, accessories and beauty products, but almost every product you can license, because it is expressing who you are and what you stand for in life. Food, back to school, stationery and small gift items are some of the most important lifestyle today and technology and even toys have become key lifestyle products for all ages.
"We are doing all of this and it is creating new business and new consumers for Smiley all the time and growing the businesses of our partners.”