Entertainment One has acquired the U.S.-based brand and licensing agency Art Impressions, owner of brands such as So So Happy and Skelanimals.

The move will expand the company’s licensing business and grow its foothold in the U.S. and position eOne to manage brands across all media categories.

Launched in 1992 by Cindy Bailey, Art Impressions specializes in lifestyle brand creation. 

“This is a transformational period for our licensing business. Cindy and the team bring a wealth of knowledge and experience to our business in the lifestyle brand management world, particularly in North America which represents 65 percent of their current business, and the combination of our portfolios and abilities means endless potential for growth,” says Olivier Dumont, managing director, eOne licensing and eOne Family. “Art Impressions will truly illuminate the potential that the eOne infrastructure offers as our film, TV and music teams source the very best content which can now be brand-managed beyond traditional means of exploitation.”

Bailey and her team, which has already built strong programs around their top properties So So Happy and Skelanimals, will work to build eOne’s other brands in the lifestyle space as well.

“It’s a thrill to work with eOne’s incredible network of international partners, and we look forward to showcasing their brands in creative ways in the U.S. marketplace and across the globe,” says Bailey. “We are also excited to work with the existing portfolio of eOne brands in the U.S., such as recent acquisition Simon’s Cat, and find new meaningful opportunities for So So Happy and Skelanimals. The possibilities are truly endless.”