Digikore, the leading Indian animation studio and rights management company, has been appointed by Smiley World in London to represent the Smiley brand for licensing in India.

Digikore, which also represents Zorro and Fido Dido in India, will implement licensing strategies for the two distinct Smiley brand identities: SmileyWorld, the social expressions strand for children and teens based around 1200 smiley internet icons, and the Smiley Collection, a lifestyle strand for young adults, anchored in fashion and based on the historic Smiley icon. Smiley’s instantly recognizable yellow and black identity has a large following in India, where it is already a part of everyday life and everyday communication for a large part of the youth population.

Digikore’s Abhishek More explains that initial potential for the brand will be fulfilled in categories such as licensed stationery, party goods, paper products and apparel. The next step will see licensed house wares, home furnishings, health and beauty products and items for babies and children.

The simplicity of Smiley really stands out. We are looking forward very much to working on the brand because we know how consumers are attracted to its feel-good factor,’ says Abhishek.

The appointment of Digikore Studios is part of the worldwide expansion of the Smiley brand, which has also recently appointed agents in the USA, Japan, Korea and the Middle East.