Smiley goes big in Korea with Hyundai department store partnership

Smiley is looking to make a big impact in Korea this year following a new collaboration with the department store Hyundai.

The year-long promotion will include a wide range of in-store displays, out of home advertising, pop up events and guerrilla marketing activations throughout 2018.

In a deal brokered by Smiley’s APAC partner Walter Brown, the activity will roll-out across 15 department stores and five outlet stores across Seoul and South Korea.

Hyundai will also hire Smiley promotional staff to distribute badges throughout the department stores around the country, while shoppers can pick up an exclusive Smiley pouch and tote bag free with purchase.

A six meter Smiley inflatable will greet shoppers at Hyundai’s flagship department store in Seoul, and a Smiley Camper van traveling the country will hand out free bouncy balls to shoppers of all ages.

Smiley marketing director, Matt Winton, said: “This is the first time that a department chain in Korea has had one themed retail promotion throughout an entire year and demonstrates the ability for Smiley to leverage its unique marketing message of happiness and positivity to drive a consistent and long-standing message at retail.

“We are extremely proud to add Hyundai to our family of licensees as we strive to continually work with the biggest and best global partners. We are extremely grateful for the efforts of Steve Wong and our partners at Walton Brown for expediting such a fantastic promotion.”

About Robert Hutchins

Robert Hutchins is the editor of Licensing.biz and ToyNews. Hutchins has worked his way up from Staff Writer to the position of Editor across the two titles, having spent some six years with both ToyNews and Licensing.biz, and what now seems like a lifetime surrounded by toys. You can contact him by emailing robert.hutchins@bizmedia.co.uk or calling him on 0203 143 8780 You can even follow him on Twitter @RobHutchins3 if ranting is your thing...

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