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THE SMILEY BRAND AT 50
powerful programme of activity. Matt continues: “I Schools Programme and App – this will be a personally think it’s amazing that, nearly 50 years on, research-based programme for teaching EQ online our original good news message is more important to adults and children, in partnership with the than ever. This enduring Greater Good Science legacy remains Center. completely relevant today Adding a more playful and for the future.” element, the Science of And speaking on why he Happiness Experience will believes the brand has allow people to transport stood the test of time, he Smileys around a track adds: “I think for me what within a framework of rails. stands Smiley out from There will be space to learn, Inset: The vibrant the licensing industry play and explore emotions collaboration with Loewe was an norm is that over the last through a variety of invitation to look together to brighter decade we have evolved science-based interactive days ahead. the first licensed IP that is experiences. In addition, not based on an entertainment property or a The Feelgood Institute will also allow fans to journey branded manufacturing product. We are the through an installation of 12 curated and specially industry’s first licensed lifestyle IP that is solely based commissioned artists’ rooms, aimed at stimulating on co-creation with like-minded partners who share each sense through a range of creative therapies our passion for creativity and positivity.” which will enhance wellbeing and connectivity. Matt concludes: “Smiley has ultimately proven that Finally, Smiley will launch 50 hero collectors’ edition you can succeed in licensing without doing what products from some of the world’s most iconic everyone else is doing.” brands and designers. These will feature in Smiley concept shops in the world’s Right: Mike Tyson Inset: The Feelgood Institute will feature helped to launch 12 rooms created by commissioned leading department stores and a collaboration artists aimed at stimulating each sense a coffee table book due to be with Chinatown through a range of creative therapies. Market which published by Maison Assouline. included Smiley boxing gloves. Matt says: “This campaign will pay homage to the groundbreaking brand collaborations that Smiley has been pioneering in the licensing space for decades.” 3– It’s certainly an ambitious and
2020 so far “It’s impossible to talk about everything we have done because there has been so much,” Matt begins. “Still, the real highlights were the charity initiatives we launched during lockdown to help those most affected by COVID-19, including patients, healthcare workers and people who had lost their sources of income.” Outside of the charity work – which has included support for KVN Foundation’s FeedMyCity initiative, United We Stream, CéKeDuBonheur and To Write Love On Her Arms – Smiley has teamed with a number of creative and likeminded partners. These include a capsule with luxury fashion house Loewe, major global lines with Bershka and Pull & Bear and local retail launches with America Today in Benelux, Jennyfer in France and Herring in Brazil. “What’s been really noticeable for us this year is, while before our partners were mostly using Smiley on products, now they are creating integrated 360 campaigns with us that are harnessing Smiley’s powerful message at the heart of their in-store and content strategies,” Matt adds. “A final project worth a mention was our three-way collaboration with Chinatown Market and Mike Tyson. For me, Tyson is one of the most iconic sports personalities of my era and to see him launching a line that included Smiley boxing gloves was a seminal moment.” LICENSING SOURCE BOOK EUROPE 2020
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