This ad will be closed automatically in X seconds.

The Smiley Company taps into gaming trend

“Video gaming companies and licensed brands are benefiting enormously from collaboration” says ceo.

The Smiley Company is reaping the benefits from its recent collaborations with video games brands, with further partnerships due to be revealed in 2020.

As video games companies continue to seek new ways to drive market growth, the licensing industry is offering a route for them to create compelling content which enhances the gamer’s experiences at lifestyle touchpoints.

Nicolas Loufrani, ceo of The Smiley Company, explained: “In this competitive and rapidly changing market, video gaming companies and licensed brands are benefiting enormously from collaboration. By creating rich, connected, and personalised experiences, brand collaborations keep gamers engaged, as part of a broader franchise development strategy.

“This is not just increasing the financial rewards for video gaming companies, but also creating the captivating content that is enhancing the gamer lifestyle.”

Recent partnerships have included Pacman x Rubik’s and Rabbids x SmileyWorld, which saw The Smiley Company working with Bandai Namco and Ubisoft.

“We are seeing more opportunities coming our way, which is driven by demand from our licensees and retailers,” continued Nicolas. “But as with all our collaborations, you have to ensure there is a natural community fit for both brand and game to create the authenticity with the consumer.”

The Pacman x Rubik’s partnership has already seen deals secured with JCorp, Fashion UK and Brisco Apparel, while the style guide for Rabbids x SmileyWorld was well received at BLE last month.

Smiley has also just signed a global licensing deal with Microids, which is developing a new Rubik’s game on PC, PlayStation, Nintendo and Xbox in 2020.

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
SeminalBigPicture500x500
 
The company has appointed Big Picture Licensing to support and represent Seminal as an introducer agent model to identify and develop new innovative licensing partners on a global basis....
Smileypopups500x500
 
The move follows the success of the brand's franchise stores in China....
TomGatesstageshow500x500
 
Dynamic doodler, homework-hater and lover of snacks Tom Gates and his 'brilliant' world are being brought to life for family audiences across the UK in a new live show, Tom Gates EPIC Stage Show....
POPMoomin500x500
 
The partnership is part of the Moomins’ 80th anniversary celebrations in 2025 and marks the first of two collection releases, with the second due to debut in spring 2025....
HAAmbassadorsgroupshot500x500
 
The first ever celebratory lunch for the Honorary Achievement winners from The Licensing Awards and the Brand Licensing Ambassadors from the Brand & Lifestyle Licensing Awards took place yesterday (20 November)....
PeugeotWildBrain500x500
 
WildBrain CPLG will represent the Peugeot brand globally across selected lifestyle categories including home and garden, electricals, sports equipment, toys and infant products....
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.