Super RTL Licensing has expanded its portfolio to include The Smiley Company and will act as an agency in the German-speaking market for the brand.

"We are very excited to add the original Smiley icon to our brand portfolio," says Thorsten Braun, chief content and revenue officer, Super RTL. "Smiley's positive and optimistic message, which reminds us how powerful a smile can be, is a perfect fit for us. Smiley moves with the times and is constantly reinventing itself – with our expertise in content development and our marketing power; we will further increase brand appeal in the relevant target groups."

The Smiley Company has more than 420 licensees worldwide, its cooperation with leading retail partners and various collaborations in the fashion, accessories, home, food, stationery and entertainment sectors.=

"We have been building our brands in German-speaking countries directly for decades and managed to sign the best and biggest manufacturers and retailers, so I see it as a natural continuation to now sign with the biggest and best media group to take our brand portfolio to new heights and reach a wider audience with super positive contents that are much needed today," says Nicolas Loufrani, chief executive officer, The Smiley Company.

Long-term content and marketing measures and cross-media marketing by Super RTL to further strengthen the brand are already being developed. Various promotions for Smiley's 50th anniversary in 2022 are also in the works.