The Smiley Company broke into the Top100 Global Licensors list recently published by market leading licensing publication License! Global. After a stellar 2016 which saw retail turnover up by 39% year on year to $265 million, fuelled by a unit sales increase of 49% with over 24 million units of Smiley products sold in the global marketplace. As the happiness revolution really ignited around the world the business signed 48 new licensees, taking the amount of global licensees to 278.
This growth was driven by retail partnerships in apparel and accessories which were supported by excellent sell out and reorders. A partnership with Orchestra saw 900,000 units launched across 99 references under the brands Smiley Baby, Smiley Junior, Smiley Girl and SmileyWorld lines. Long-term partner Splash part of the Landmark Group reported 23% growth in year on year sales in stores across the UAE and Asia. A new partnership with C&A launched into stores in May and was 89% sold out by June. New deals with the Best Seller Group drove volume into Only and Selected stores. Whilst Urban Outfitters opened more categories globally, Bershka & TopShop enjoyed another year driving high street volume. Finally an existing partnership with LPP Group saw double-digit growth in CEE through their doors at Reserved and SinSay.
The companies apparel division continued to also enjoy upscale co-creations with leading brands in the industry including Anya Hindmarch, Joshua Sanders, Moncler and Moschino, to name a few, who all drove high-ticket turnover.
Growth across the brands food division saw its licensee base increase from 7 to 17 licensees, with new products in fresh & chilled launched as well as beverages. The program also extended market reach into new territories across Europe and into the USA.
There was also significant growth and success in publishing, with Grund adding to their broad publishing program with; activity books, sticker books, journals, whilst publishing the first novel, Ma Vie en Smiley. Whilst also adding 3 new publishing partners, including Scholastic.
6 new licensees signed in Back to School across Europe & Latam delivered new depth of product across kids, teens & tweens. Whilst top performing partners Lannoo, Alpa, Pelikan, Sao Domingoes & Claire’s ensured mass-market coverage globally.
Smiley continued to grow in the homeware market, with 4 new licensees delivering new products in ceramics, glassware and melamine alongside leading partners including; Butlers, Gers, Pengo, T&F & Zak.
Greetings cards licensee BSB sold over a million units during the year alongside exciting new deals with Edition Cely & Marpimar ensured category turnover doubled.