Smiley’s Matt Winton launches new marketing agency Licensing Communications

Former The Smiley Company executive Matt Winton has left the outfit to set up a new licensing industry marketing agency, Licensing Communications.

The new digitally focused agency will not only leverage Winton’s expertise, experience and network, but also a talent pool of designers, creatives and developers to help brands and licensees get more from their marketing budgets.

“The future of modern brand building lies in creating meaningful and memorable experiences, particularly as new shopping behaviours emerge amid the fiercely competitive retail environment today.,” said Winton.

“It’s no longer just enough creating products and waiting for consumer purchase intent, you have to go out and create this yourself, through a joined up product and marketing strategy.

“The brands and licenses that are innovating in the marketing space are in most cases punching above their weight and disrupting the dominant players in the market today. It’s all about trying to create a deeper connection between your products, your consumers and your supply chain and taking an integrated approach to the full marketing mix.”

Winton’s motivation for starting the business grew from the recognition that one of the biggest challenges facing the brand licensing industry today is resourcing an in-house marketing team.

“There’s very few brands in the licensing space that have the structure, marketing budgets and contacts to take their marketing really seriously and the future of their business may depend on taking a much more proactive marketing approach.

“That’s really where Licensing Communications can help by providing a turnkey marketing solution for brands, at a fraction of the cost of resourcing an in-house team.”

Licensing Communications aims to deliver PR, advertising, branding, digital, awards submissions, content creation, web design, retail activations and experiential.

Winton can now be contacted on

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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