The Smiley Company returned to Licensing Market Munich today to present the unique and innovative opportunities that Smiley has to offer in the German market. The Original Smiley Brand also showcased its exciting new brand extension of Rubik’s, as it continues its new venture in turning the world’s best-selling toy, Rubik’s Cube, into a complete licensing program.

Smiley CEO Nicolas Loufrani was also present at this LIMA organised event to meet the trade and also showcase Smiley’s significant growth in Europe as well as exciting opportunities to partner with Smiley for 2017. Nicoletta Minella, Smiley’s German country manager held a keynote presentation at 10:15 – 11:15 am at the premier exhibition held at the Hotel Bayerischer Hof, München.


The brand continues to expand its cross category licensing partnerships with some of the industry’s most recognised companies around the world. In Germany alone, 2016 saw SmileyWorld team up with EU Promotions to create a retail loyalty promotion for Coop Kiel in Germany built around this summer’s European Championships. Featuring collectable clip chips which were distributed in stores, with a collector album and Smiley Stickers, along with the chance to earn loyalty points and purchase Smiley plush footballs. This exciting campaign was supported by a print and online advertising, complete with video content, whilst millions of chip clips were collected throughout this promotion.

In homeware Smiley teamed with Butlers to create a complete range of Smiley Happy Decor products, featuring 68 different products lines, from a range from chic, modern lighting, vibrant door mats and dining sets to stylish bags and accessories, sold through 160 Butlers stores throughout Europe.

Smiley is also delighted to announce that Simba Dickie has recently joined the licensee roster to launch a range of collectibles in blind packs, as well as a pocket money range of toys and games set for launch at Nuremberg Toy Fair in January 2017.

Whilst Smiley continues to go above and beyond to support its partners. Smiley has planned an exciting bespoke 360 degree marketing launch for Simba that will feature a custom microsite, exclusive digital content and thorough social media campaign to Smiley’s 4.4 million fans on social media.