Big UK gains for Smiley in first half of 2018

Sales up +50% and royalty income up +245% for the first half of the year.

The Smiley Company is enjoying a new wave of success in the UK, with sales up +50% and royalty income up +245% for the first half of 2018, against the same period 2017.

Smiley also reported today that over one million product units have been sold in the UK at retail in Q1 and Q2 2018.

Smiley explained to The Source that it has started taking a more ‘holistic’ approach to the UK market and have signed deals with new licensees across multiple categories.

These include Kinnerton (confectionery), Roy Lowe & Sons (socks & hosiery), Jumini (wooden toys), Tikiboo (athleisure), Tache (greeting cards), the Hut Group (online gifting), Moonpig (personalisation) and Reliable Source (arts and crafts).

“It’s great news for the business and we are now seeing the rewards from our investment and hard work in the UK market over the last two years,” said Daniel McGeehan, Smiley’s UK brand director. “These results are also attributable to the continued growth of our apparel and kids businesses and our ability to allow partners to grow by leveraging Smiley’s expert category management teams and marketing resources.”

SmileyInset

With apparel and nightwear partners such as Global Brands Group, Poetic Brands and Fashion UK growing strongly during the first two quarters last year, UK-based licensees are also benefitting from Smiley’s brand segmentation model, says Daniel.

He continued: “Our new segmentation model is allowing us to work with partners in increasing their offer, creating multiple ranges for babies, young kids, older kids and young adults across both genders and each with their own specific design direction.”

Smiley’s appeal with kids is also continuing to drive increased sales across categories with its more established partners, such as Blueprint Collections launching a new range of back to school supplies at B&M in Q3.

Meantime, Scholastic’s Smiley publishing programme is growing through the publishing house’s own Back to School clubs. Finally, M&Co has launched a SmileyWorld collection at retail which included bespoke POS and shop window activations.

Want to read more news like this? Simply sign up to our daily digest by clicking here. You can also follow @LicensingSource on Twitter.

MORE NEWS
BolognaLicAwards_2025
 
The winners of the Bologna Licensing Awards have been crowned during the Bologna Licensing Trade Fair/Kids....
DocM_Bratz
 
Dr. Martens x Bratz celebrates Y2K aesthetic Featuring nostalgia-rich details, the first footwear and accessories collaboration between Dr. Martens and MGA Entertainment’s Bratz is inspired by the iconic dolls’ passion for fashion and unapologetic self-expression. ...
MouseMansion
 
Manita Schaapman, co-founder and creative director of The Mouse Mansion Company, will take to the stage at this year’s Licensing Conference to share the story of how a handmade universe turned into a global success....
Smiley_Awards
 
Recognising the power of film to inspire change, the eighth annual Smiley Charity Film Awards, presented by Smiley and powered by Smiley Movement CIC, took place at the Indigo O2 on 20 March. ...
BLLAS_Hearst
 
Angharad Moynes, licensing sales director at Hearst, explains why the company supports the Brand & Lifestyle Licensing Awards....
Spacetoon_Moonbug
 
Spacetoon Mum, Spacetoon’s digital platform and content hub directed at mothers, has joined forces with Moonbug Entertainment to launch a heartfelt regional campaign in honour of Mother’s Day....
Get the latest news sent to your inbox
Subscribe to our daily newsletter

The list doesn't exist! Make sure you have imported the list on the 'Manage List Forms' page.