Smiley celebrates Italian offering at Bologna Licensing Fair

Smiley is returning to Bologna Licensing Fair this week, which sees the brand continue its Italian renaissance, with 68 licensees selling into Italy.

2017 is set to be another hit for the firm, with the launch of a range of new categories and licensees, which will all be showcased at the fair.

The firm has enjoyed sales growth, thanks to new deals with Moschino, Moncler, Happiness, Joshua Sanders, Jimi Roos, Le Pandorine and Palm Angels, as well as DTRs with Brekka, OVS and Prenatal and licensees Sabor and Sicem.

A brand new partnership with Multiprint will also see a line of stamps and scrapbooking sets launch in Italian retailers nationwide.

Meanwhile, food licensee Zaini will debut Smiley Candy and a Surprise Range of chocolate eggs and other sweets filled with Smiley surprises.

“Smiley has been growing really well these past few years thanks to the focus we have put on this market with a permanent presence in key fairs, investments in PR and marketing and with full time Italian speaking staff working from our London office, and focusing on high end brand collaborations to build up the hype in this very trend focused market, and on the major High Street and mass retail chains where the bulk of our business comes from,” said Nicolas Loufrani, CEO of Smiley.

“I am confident this strategy will continue to pay in Italy the same way it has in other key European markets such as France, Benelux and Germany. ”

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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