NEWS
TOTAL LICENSING
SMILEY LICENSE NEW BACK TO SCHOOL RANGES
Lannoo Graphics, a European specialist and market leader tionery ranges will be available at retail for the September
in the field of licensed back-to-school stationery, has been 2009 back-to-school period. Both ranges will be launched
awarded a license by the Smiley Company to produce Europe-wide in department stores, independent stores
two new ranges of bags and stationery for schoolkids and and hypermarkets.
students: the Smiley University range and the Smiley Pins Underpinning both ranges are the style and sensibility of
range. Each range will have its own distinct style but both the Smiley Collection. Based on the world-famous Smiley
will be based on the cool looks and fun logo, the Smiley Collection is a brand that spreads posi-
design philosophy of the Smiley tive values through cool and stylish graphic designs. And
Collection fashion brand. it’s positive in another way, encouraging ethical production
The stationery supplied by of items based on the brand, such as clothing made from
both ranges will include organic cotton.
such paper products as Part of the proceeds of all these products will go to charity
notebooks, exercise books, through the Smiley World Association, which was formed
file folios, wire notebooks, in 2005 to help people in need.
planners and ring binders. Nicolas Loufrani, CEO of the Smiley Company, the group
There will also be a selec- that owns and licences the Smiley logo and associated
tion of pens, rulers, labels, brands including Smiley Collection, SmileyWorld, and Smi-
pen sharpeners and rub- ley Happy Therapy, said. “Schoolkids and students deserve
bers. to go back to school and college with a smile. That’s why we
The Smiley University came up with Smiley University and Smiley Pins bags and
range will have its own stationery. These products, designed by Lannoo Graphics,
coat of arms, which will ap- a company with a major reputation for quality and design
pear on all the products. The excellence in this field, perfectly reflect the style, positive
stationery range will have a values and happy outlook of the Smiley Collection brand.”
vintage look, while the bags will On a separate note, Smileyworld Ltd has announced the
be made of cloth washed and faded to add a vintage appointment of Jemma Morgan as its new Marketing and
feel to that vintage look. Licensing Coordinator. In her new role Jemma will have
This Smiley Pins range, as the name suggests, is a range a number of duties relating to the continuing promotion
of colourful bags and stationery illustrated with images of of Smileyworld and other Smiley brands, including Smiley
Smiley badges featuring the famous Smiley logo and upbeat Collection, Smiley Happy Therapy and Smiley Happy Sports,
messages. Aimed at the tween, teen and young adult mar- as well as the charitable venture, the Smiley World Associa-
kets, the Smiley University and Smiley Pins bags and sta- tion.
FARESAK LAUNCHES LIFESTYLE 90210 GOES
BRANDS IN BRAZIL ELECTRONIC
CBS Consumer Products and The Vaughn
Brazilian licensing and marketing agency, Faresak, has introduced
Company recently announced the launch of
a number of lifestyle brands aimed at teenagers and adults into
all-new electronic items based on two of CBS’s
their territory. Their portfolio consists of brands including Bad
television brands -- 90210 and Ghost Whisperer.
Alice, It Girl, Babelle, Route 66 and Sugar & Babe originally from
Products consist of a 90210 portable MP4 karaoke
the UK, the Netherlands and Japan. They also represent local
machine and Ghost Whisperer headphones,
properties such as surf brand Hot Girls, fashion inspired Divas
which made make their debut at the 2009
and Fun Crew, from Graffiti artist Tomaz Vianat.
International Consumer Electronics Show. The
In the short time Faresak has been representing the property,
announcement introduces electronic items into
Sugar & Babe, from Japanese licensor Crown Creative, has been
the 90210 and Ghost Whisperer franchises, and
launched in a stationery line by Brazilian manufacturer Foroni
marks the expansion of the consumer product
and will soon be seen in a line of accessories. Sugar & Babe are
lines for each of the hit television series.
two sister cats who are committed to a rock-n-roll lifestyle. The
“The expansion of the 90210 and Ghost
brand has been highly successful in Japan where it debuted in
Whisperer merchandising programs into the
April 2007. Local brands such as Hot Girls and Fun Crew have
consumer electronics category demonstrates the
also been licensed to well-known companies in the country such
power of these two brands,” said Liz Kalodner,
as stationery manufacturer Grafon´s and accessories importer
Executive Vice President and General Manager
Dermiwil
of CBS Consumer Products. “By teaming with
Besides acquiring new properties to represent in Brazil, Faresak is
Vaughnco, we have translated the essence of
also searching for agents outside Brazil to represent their national
these two hit television series into products that
brands on a worldwide basis.
will excite fans across the country.”
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