The German licensing agency, Super RTL Licensing has plenty to smile about, having brought the world-renowned Smiley Company brand into its portfolio as it looks to further amplify its presence across the German-speaking markets.

First established in the early 1970s, the Smiley Company has developed from a cultural symbol for peace and activism into a lifestyle brand that – over the course of it 50 year history – has found itself a part of music and pop culture the world over.

Thanks to the digitalisation of communication from the 2000s, the Smiley has become part of a globally understood, universal language.

Building on this explosion, The Smiley Company has been recognised as a top 100 global Licensing Company, with over 420 licensees worldwide and collaborations that span fashion, accessories, home, food, and stationery, as well as entertainment sectors.

Super RTL Licensing will now be acting as the brand’s agent for the German-speaking market and the cross-generational appeal it is targeting with the likes of SmileyWorld and The Smileys, as well as Smiely originals and NewMoji.

“We are very excited to add the original Smiley icon to our brand portfolio. Smiley’s positive and optimistic message, which reminds us how powerful a smile can be, is a perfect fit for us. Smiley moves with the times and is constantly reinventing itself – with our expertise in content development and our marketing power, we will further increase brand appeal in the relevant target groups,” said Super RTL chief content and revenue officer, Thorsten Braun.

Nicolas Loufrani, CEO of The Smiley Company, added: “We have been building our brands in German-speaking countries directly for decades and managed to sign the best and biggest manufacturers and retailers, so I see it as a natural continuation to now sign with the biggest and best media group to take our brand portfolio to new heights and reach a wider audience with super positive contents that are much needed today.”

Various special promotions for Smiley’s 50th anniversary in 2022 will ensure even more visibility and attention.