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Smiley Licensing, which controls the world famous black and yellow icon, has appointed six international licensing agents to capture the current momentum surrounding the brand. The new representations will make products available to an even wider international audience in the key territories of Japan, Korea, India and the Middle East. New agents for the USA and South America will be announced separately. Since early last year the Smiley brand has been enjoying impressive growth in Europe with the launch of design-led products such as apparel, jewellery and fragrances into high-end international retailers. Celebrities wearing Smiley Collection fashion items or carrying Smiley accessories have populated the pages of the French and Italian press over the last few months and the expansion is expected to continue through Europe and now in other parts of the world. Digikore Studios will represent the brand in India; In Korea the agent will be IPPark, Tact Communications, based in Tokyo, will represent the brand in Japan and Copyright Licensing will do so in the Middle East. The Smiley brand comprises distinct brand identities: Smiley World, based around 1200 smiley internet icons, is a social expressions strand for children and teens. The Smiley Collection, based on the historic black and yellow icon, is a lifestyle strand, anchored in fashion, for young adults. Smiley also works with renowned designer ora ito as art director on several product categories, an initiative titled The Happy Therapy. Agents and licensees now have at their disposal a wealth of in-house design work, especially put created to help partners interpret and use the brand imaginatively. The Smiley face is probably the most recognisable icon in the world. The cheerful yellow-and-black Smiley logo was trademarked in 1971 and has long been associated with happiness, positive thinking and originality. Nicolas Loufrani, CEO of Smiley Licensing says, ‘Asia and the Middle East are key markets for us and it is very important to be strong there. So we are delighted to have appointed new agents to help build the Smiley brand and we are sure that their consumers will embrace and enjoy the Smiley experience.’ |
