Selfridges and Bravado form new partnership with emoji company

Selfridges has struck a new deal with emoji company GmbH for an installation in their flagship Oxford Circus store that will allow customers within their 4th floor Toy department to personalise a special collection of back to school products using their favourite icons and the emoji branding.

The emoji personalisation suite will launch on Monday, August 14th and will run for four weeks in-store and marks the first-time official emoji product will be able to be personalised anywhere in the UK. The products available to customise include a lunch box, backpack and notebook.

“I am very excited to be a part of this emoji brand x Selfridges installation, the customer now has the chance to create personalised product that reflects their personality,” commented Marco Huesges, CEO of emoji company.

The partnership with Selfridges was brokered by Bravado, Universal Music Group’s industry-leading merchandise and brand management company, who serve as an exclusive licensing and merchandise partner for the iconic brand within the UK & ROI, Denmark, Sweden, Norway and Finland.

David Boyne, managing director, Bravado UK added, "This is an example of us bringing the emoji® brand, one of the world´s most recognisable brands and one of the world´s leading retailers together to deliver an exciting and ground-breaking UK-first retail opportunity and customer experience."

The emoji company boasts a strong presence in the zeitgeist with more than six billion digital icons used daily and thousands of copyright protected icons, patterns and styles, instantly recognised by billions of consumers around the world and available for cross category licensing.

About Robert Hutchins

Robert Hutchins is the editor of 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, and what now seems like a lifetime surrounded by toys. You can contact him by emailing or calling him on 0203 143 8780 You can even follow him on Twitter @RobGHutchins if ranting is your thing...

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