Industry expert, Lori Heiss will over see developments in toys, back to school, publishing, digital and FMCG.

Smiley welcomes new brand director

London-based fashion and toy brand, Smiley has appointed a new brand director for toys and back to school, publishing and digital and FMCG.

Lori Heiss has stepped in to the role, having joined the firm in December.

Heiss brings with her 20 years experience in all aspects of licensing, having previously worked with Shine Group, where she was brand director for the award winning cookery show, MasterChef.

Throughout her time in the industry, Heiss has crafted strategies and overseen consumer products for some of the biggest names in television licensing and has worked with the likes of Disney, Pokémon, HIT Entertainment and Chorion.

The appointment comes at an important time for Smiley. The brand has recently entered in to an entertainment collaboration with OUIDO! Productions and PGS to launch an original children’s TV series based on Smiley and its world of emoticons.

In her new role, Heiss will be overseeing the integration of all brand animation projects as well as managing Smiley’s licensing involvement in publishing, digital and FMCG.

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