The Smiley Company, owner of the iconic smiley face logo, has taken the licence for its brands in-house.
The company, which had worked with French-based licensee Adventureland, has brought the design, production and distribution of sub-brands Smiley Society, Happy Sport and Smiley Deluxe in-house under a new division, The Smiley Factory.
Steven Ballard, who has previously held roles at the Playboy, Pash and Pucca brands, has been appointed international sales and brand development director of The Smiley Factory. He said: “We aim to have 130 [UK] accounts in the next year.”
The company has 25 wholesale accounts and is in talks with department stores such as House of Fraser to set up accounts or concessions.