The Smiley team were thrilled to return to the Bologna Licensing Trade Fair this week – mainly to humblebrag about the massive success we have had in Italy over the past year! But with a 50% increase in licensees since 2014 and a whopping 71% growth in revenue, why shouldn’t we blow our own horn? (Toot Toot!)

This year is set to be a super exciting one for Smiley and our 68 Italian licensees, with a slew of impressive new ranges showcased across 13 categories, most of which are exhibited here at Bologna Licensing Fair!


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The huge boost in sales over the last year can be attributed to our awesome upscale collaborations with some of Italy’s biggest brands, including Moschino, Moncler, Happiness, Joshua Sanders, Jimi Roos, Le Pandorine, and Palm Angels, as well as leading retailers like Brekka, OVS, and Prenatal; we even have manufacturers like Sabor and Sicem getting in on the action! ^^

We have also seen a huge boost to our publishing division through children’s book publisher Edicart,  and our stable of wonderful back to school licensees has been boosted by Franco Cosimo Panini going from strength to strength. All this complimented by terrific toy partnerships with Creativemente, Rocuccio, and Marpimar, and snazzy snacks from Zaini, Witors, and Dalla Costa all available at some of the biggest names in the European retail market, like Co-op, Auchan, Piazza Italia, Carrefour, and Esselunga!


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Last but definitely not least, we have a whole bunch of high profile fashion brand collaborations and retail partnerships to brag about – Palladium, Zara, Pull & Bear, and Claire’s to name but a few well known fashion labels, and Giraudi, Nici, and Simba flying the Smiley flag in the food, gift, and toy categories respectively.

Phew, that’s a lot of partners!

If you are in Bologna for the trade fair this week, swing by and pay us a visit in Hall 31, Booth A22, and we’ll make sure you leave with a badge, a Smile, and a whole load of happiness! Don’t forget to drop us a tag @SmileyOriginal if you have some Smiley selfies to share!

Have a great week! 😀 ')}