Smiley Names Chinese Agent

The emoticon brand will also have access to the “MyMM” app, a social mobile commerce platform that connects customers, brands and curators.

The Smiley Company has tapped Walton Brown to serve as its exclusive licensing agent for the Greater China region.

Walton Brown will now work to identify and secure new licensing deals and brand collaborations for Smiley as well as help structure distribution strategies for existing licensees in the region. Smiley will also be able to benefit from the “MyMM” app, a build-for-China social mobile commerce platform that connects customers, brands and curators, and was jointly founded by Walton Brown, The Warf and eCargo Holdings.

“We are very excited to be partnering with Smiley to further develop the brand in this market,” says Thomson Cheng, president, Walton Brown. “Happiness is seen as a major consumer lifestyle trend. The Original Smiley brand, being an iconic symbol of positivity with 45 years of heritage and track record working with the biggest brands and retailers around the world, we believe the brand has enormous potential to grow in this market.” 

Walton Brown is part of The Lane Crawford Joyce Group, a fashion and brand management group that includes the department store Lane Crawford; fashion boutique Joyce; fashion footwear, handbags and accessories specialist Pedder Group; retail, brand management and distribution company ImagineX; and full-service retail and brand management business Walton Brown.

“I would like to express my heart felt gratitude to the CEO of Smiley APAC, Danny Cheung and his team whom, along with our continued investments in trade and consumer marketing have contributed vastly to our past successes,” says Nicolas Loufrani, chief executive officer, Smiley. “Walton Brown will now provide a new platform for our development which shall take Smiley to the next level."