The Smiley Company has partnered with the newly-formed licensing and brand management agency to help build and establish both the company’s Smiley and SmileyWorld brands in Asia. PLS will represent The Smiley Company in Southeast Asia, including Indonesia, Singapore, Malaysia, Philippines, Thailand and Vietnam.

“While we reduce our network of international agents to better control our brand we feel the PLS team has what it takes to be a real extension of our head office for a long term brand building exercise,” says Nicolas Loufrani, chief executive officer of The Smiley Company.