The Smiley Company hands Astro Media Solutions exclusive rights in MY to put smiles on faces

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Brand licensing company The Smiley Company has tied up with Astro Media Solutions (AMS), naming the latter its exclusive media licensee for Smiley & SmileyWorld in Malaysia effective 1 December 2020. According to AMS, this marks the first time Smiley is partnering with a media and broadcasting company to spread positivity and happiness.

Under the partnership, AMS will have the exclusive rights to use the Smiley trademarks in advertising and sponsorship packages to promote third-party products and services; bundled with promotional campaigns on TV, radio, digital and on-ground events. Linking with the SmileyWorld brand, AMS will be able to access Smiley’s vault of over 3,000 icons, which cover the full range of emotions and expressions, to develop products and campaigns.

Additionally, AMS will also be the master licensee for Smiley, comprising licensing of copyrights for commercial purpose; and sub-licensing of merchandising rights, which cover premiums and retail merchandises to support advertising or sponsorship campaigns. AMS will kickstart the partnership with a campaign to put smiles back on students’ faces by producing inspiring content with opportunities for brands to participate. AMS declined to comment on the monetary value of the partnership.

Smiley was created in 1972 by French journalist Franklin Loufrani, who launched a happiness promotion in the France Soir newspaper, using the Smiley icon to highlight good news stories. Over the past four decades, the brand has collaborated with retail industry players such as Unilever, Nestlé and McDonald's, luxury designers such as Loewe, Moschino and Fendi, as well as popular brands such as adidas, Converse and Chinatown Market. The company has over 420 licensee and retail partners globally and holds trademarks registered in more than 100 countries.

Wong See Wei, Director of AMS said, “More than ever, brands are seeking to align with joy, mindfulness and wellness to leave a positive impact on consumers. We are delighted to partner with Smiley, a lifestyle licensing brand synonymous with happiness and cool that has been warmly embraced by the world.”

Smiley's CEO Nicolas Lourfrani said the company believes that the best way to spread its positive message to the public is to work on meaningful content with well-known media organisations. "We are really proud to have found in Astro a like-minded partner who will co-create with us those amazing contents and help us engage with the public in a new way," he added.

Meanwhile, Wong See Wei, director of AMS said Smiley has immense potential in Malaysia, given its track record with activations, experiences, retail and merchandises.

"Through this partnership, we are delighted to offer our clients the opportunities to be part of its 50-year heritage, including Smiley-branded fashion, accessories, home décor, food, plush, stationery, entertainment items and more, to create unique experiences through purposeful campaigns. Clients can also build social legacy and increase their brand value through Smiley’s non-profit social enterprise, Smiley Movement in championing community heroes and charitable causes," he added.

Astro Media Solutions is under Astro Malaysia and offers data-driven marketing, activations, commerce, merchandising and talents across its TV, radio and digital platforms. During the second quarter of its 2021 financial year (Q2 2021), Astro Malaysia reported a 11.8% dip in revenue to RM1,091.0 million against the corresponding quarter of RM1,236.4 million. According to its financial statement previously, the group said this was mainly due to a decrease in subscription and advertising revenues and offset by an increase in merchandise sales.

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