Bravado has signed on to represent the emoticon brand, and its new trademark, in the U.K., Ireland and beyond.

The Emoji Company has purchased the emojiville trademark, including all related assets and domain rights, from Saban Brands.

"The acquisition of the ‘emojiville’ trademarks was a logical step for us to strengthen and extend our global brand strategy,” says Marco Huesges, chief executive officer, The Emoji Company. “Based on our various trademarks and IP´s we are proactively developing new brand concepts to address different target audiences and to support our global partners with fresh and powerful marketing concepts.”

Furthermore, The Emoji Company has tapped Bravado to serve as its exclusive licensing and merchandise partner in the U.K., Ireland, Denmark, Sweden, Norway and Finland.

Under the terms of the agreement, Bravado U.K. will work with the emoticon-based company to manage retail and licensing, online distribution, partnerships and collaborations for the brand.

“We are delighted to confirm this deal with Emoji Company and are very much looking forward to working with Marco Huesges and his team,” says David Boyne, managing director, Bravado U.K. “The Emoji brand is a unique and fascinating partner for Bravado and it offers huge depth and potential across so many product categories and channels of distribution to meet global demand, the opportunities are truly limitless!”