Smiley returns to Bologna Licensing Fair this week, with the brand continuing to enjoy an Italian renaissance, with 68 licensees selling into Italy across 13 categories, representing a 50% increase in licensees since 2014 and a 71% growth in revenue during that period.

2017 is all set to be another stellar year for Smiley in Italy, with the launch of a host of new categories and licensees across the full mix and these exciting new ranges will be showcased at Bologna Licensing Fair.

This sales growth can be apportioned to current upscale collaborations with; Moschino, Moncler, Happiness, Joshua Sanders, Jimi Roos, Le Pandorine and Palm Angels, as well as exciting DTR’s with Brekka, OVS and Prenatal and licensees Sabor and Sicem.

Whilst existing partnerships with children's books publisher Edicart is boosting Smiley’s growing publishing division and back to school licensee Franco Cosimo Panini will be complimented by ever expanding gift and toy partnerships with Creativemente, Rocuccio, Marpimar. Finally Smiley are delighted to announce a brand new partnership with Multiprint, who have launched stamps and scrapbooking sets to Italian retailers nationwide. Food licensee Zaini will launch Smiley Candy & a Surprise Range of chocolate eggs and other candies packed with Smiley surprises. This will add to the brands growing food roster in Italy that already includes Witors and Dalla Costa These new licensees will boost Smiley’s growing business with existing retail listings at coop, Auchan, Piaza Italia, Carrefour and Esselunga.

Speaking about the brands growth in Italy, Smiley CEO Nicolas Loufrani said “Smiley has been growing really well these past few years thanks to the focus we have put on this market with a permanent presence in key fairs, investments in PR and marketing and with full time Italian speaking staff working from our London office and focusing on high end brand collaborations to build up the hype in this very trend focused market and on the major high street and mass retail chains where the bulk of our business comes from. I am confident this strategy will continue to pay in Italy the same way it has in other key European markets such as France, Benelux and Germany. ”

Finally Smiley also has a number of extremely prestigious and volume driving accounts that are selling very successfully into the Italian market including fashion brand collaborations with Palladium, retail partnerships with Zara, Pull and Bear and Calire’s and extremely successful licensing partnerships with Giraudi (Food), Nici (gifts and plush) and Simba (Toys).