The Licensing Blog

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The Smiley Co. Names Walton Brown Exclusive Licensing Agent for Greater China

Smiley_WaltonBrownWalton Brown was appointed as the exclusive licensing agent for Smiley Co. in Greater China, effective April 1. Walton Brown is a part of The Lane Crawford Joyce Group, Asia’s premier fashion and brand management group, which includes luxury department store Lane Crawford, Joyce, Pedder Group, ImagineX, and full-service retail and brand management business Walton Brown.  Read the rest of this entry »

The Smiley Company Returns to Milano Licensing Day 2016

Smiley_MilanoLicensingDayThe Smiley Company returns to Milano Licensing Day where it will showcase it’s new brand extension of Rubik’s.

Smiley CEO Nicolas Loufrani will explain the Rubik’s licensing program, as well as how the company will expand it’s partners in Italy. Smiley’s Italian country manager Margherita Vecchio will hold a keynote presentation to trade.

The Original Smiley Brand Showcases Licensing Deals at Maison & Objet 2016

T&F_ThinkPositiveThe Original Smiley Brand has been showcased by more than 10 home décor licensees at this year’s Maison & Objet in Paris.

Smiley presented new collections on licensees for Smiley and SmileyWorld, including T&F homeware and lifestyle products; Alpa back-to-school products; Zak Designs kitchenware with emoticon expressions; Fire Design extinguishers; Insenso Bali lamps; Kleen-tex doormats; CM creation wall décor; Leifheit kitchen and bathroom items; and Easy Peasy leather shoes and bags.



SmileyWorld Launches New Sleepwear Line With Etam

Screen Shot 2016-08-02 at 14.21.42 copyThe Original Smiley Brand and Etam have launched a debut collection, available at Etam stores across France and online.

The line includes SmileyWorld’s newest icon style, Sketchy, on a new line of women’s lounge and sleepwear, featuring delicate and feminine fabrics and prints.

Smiley Signs LazyBee for a New Line of Sportswear in South Korea

Co2XQWtW8AA9iqT.png-largeThe Original Smiley Brand has signed sports retailer LazyBee to produce a new line of sportswear, including leisurewear, casual apparel, swimwear, and accessories across Korea.

The new collection will fuse styling with form and functionality to create a line that is dedicated to the casual sport enthusiast, underpinned by happy and positive sentiments.

LazyBee is a four seasons lifestyle brand, offering trendy apparel all year round. Situated in shopping centers and major department stores across Korea, LazyBee will launch the collection in at least 30 LazyBee stores as well as online.

The Original Smiley Brand Expands Its Back to School Offering

SMILEY UNDERGROUND_16GS07 folder3The Original Smiley Brand continues to send children back to school with a smile, as the latest collections hit retail.

Longstanding partners and new licensees for Smiley and SmileyWorld include Alpa, Diakakis, Herlitz, Lannoo, Sportandem, Blueprint Collections, EuroCom, Franco Cosimo Panini, and Claire’s Accessories. These licensees have launched collections, including agendas, backpacks, notepads, pencil cases, and more.

Smiley Studio will kick-off the back to school period with a social media campaign, promoting all back to school partners over the next six weeks.

Smiley Showcases this Year’s Products at Las Vegas Licensing Expo


Smiley will showcases this year’s products at the Las Vegas Licensing Expo from June 21 to June 23.

Smiley’s apparel collections are available at retail stores including, Etam, Jules Lidl, Prenatal, Cool Cat, Undiz, Joshua Sanders, Anya Hindmarch, Topshop, Splash, Lifestyle, Bossini, and Best Seller for 2016. SmileyWorld also launched a line of kids and baby apparel in the French retail chain, Orchestra. Read the rest of this entry »

Smiley Teams Up With Butlers for Homeware and Lifestyle Products


Smiley has teamed up with Butlers for a range of summer-themed homeware and lifestyle products. These include bicycle accessories, chic and modern lighting, vibrant door mats, stylish bags and accessories, and picnic and dining sets.

The Butlers Smiley collection is available in more than 160 stores across Germany and worldwide, and serves an average of 40 million customers annually.

Smiley has also recently signed new deals and renewals with Gers, Zak, T&F, and Leifheit Pengo.

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