74-75 LSB 2020 Emoji_muk.qxp_NEW LSB 2008 GRID 02/07/2020 14:53 Page 74
BRAND FOCUS: EMOJI
Iconic moments With World Emoji Day set for July 17, the emoji company is busy preparing a host of marketing activity. Even working within the pandemic restrictions, the company executed 68 new licensing agreements in the first five months of 2020 and further plans and collaborations are in the works going forward. LSB finds out more.
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ne of the beauties of emojis is that there’s at least one for every occasion… and we’re willing to bet that some in particular have been used on a very regular basis over the past few months by many of us. The ceo of the emoji company, Marco Hüsges, says that the COVID-19 pandemic has meant that the business has been analysing various processes, how they can be optimised and what can be avoided in the future. However, despite the upheaval, overall business has been good. “We executed 68 new licensing agreements in the first five months of the year,” Marco tells LSB. “Video conferencing became highly important allowing us to build an even closer relationship with existing partners and I really enjoy this personal way of communication.” Key activity has included a successful DTR programme with Lidl in multiple countries, while the emoji company is continuing to work with Ferrero for Kinder Joy in various territories and Burger King will be launching a QSR programme with emoji plush in several countries.
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LICENSING SOURCE BOOK EUROPE 2020
Inset: Marco says that the emoji company executed 68 new licensing agreements in the first five months of the year. Below: A successful DTR has run with Lidl in multiple countries.
Marco continues: “We are highly excited about the emoji by Britto programme with Goebel Porzellan for Europe that includes bags, spectacle cases, umbrellas, coasters and cups and that has recently launched. In short, we will be able to announce some new digital licensing deals, as well as some exciting apparel brand collaborations.” World Emoji Day – which is due to be marked on Friday July 17 – provides another opportunity for the iconic brand to increase marketing activity, although Marco is keeping his powder dry as to what is on the cards at the time of LSB going to press. “We are planning a variety of marketing actions around World Emoji Day, especially concentrating on social media activities including some great interaction with key individuals of the licensing industry,” is all he will divulge. Marco believes that the universal character of the emoji brand has stood it in good stead over recent months. “It always has been a unique selling point as well as the diversity of our content, enabling partners to express any kind of emotion in a meaningful way,” he says. “The positive character of the brand and