TOTAL LICENSING
jects covering several cult genres; Me- year. The trademarks have been regis-
ASIA
dieval and Victorian gothic; the super- tered in over 100 countries for most
natural and occult; astrology and divi- classes of goods and Smiley is one of
nation; myth, magic, legend and fantasy. the few licensed properties to have
Alchemy Gothic, Alchemy England, Al- exceeded �ne billion �SD in sales.
chemy �L13 and A7 - Alchemy Licensed The Smiley brand is divided into three
Designs are all brand names for Alche- categories – Smileyworld, Smiley Col-
my licensed products available around lection and Smiley by �ra Ito.
the world. There are now hundreds Smileyworld encompasses the famous
of Alchemy gothic-style products. icons that are used on mobile and
The Alchemy brand name is, without web messaging. These are divided into
doubt, one of the world’s most famous eighteen categories representing 1000
and best established in the genre and, icons.
has by far the biggest library of art, de- The Smiley Collection focusses on the
sign and concepts in the popular niche Smiley Brand’s original values and tack-
market of fantasy, gothic and super- les a new strategy: to create a brand
natural genres. name in its own right and to give Smiley
a strong identity, brand values and a ter-
�K to handle European distribution.
Vithita Anima- ritory. Its objective
The characters are available in 2D
tion Co., Ltd. is is to spread positive
animation in a 52 x 2 minute series
a subsidiary of spirit through trend
aimed, primarily at children aged six to
Banlue Group, forward graphic de-
twelve.
the licensor of a signs.
number of well- The Smiley by �ra
World Team Management Lim-
known char- Ito has been devel-
ited (WTM), specializes in soccer-
acters such as oped with genius
related licensing and was
PangPond which designer �ra Ito and
founded in 2004 in
is already in the is a high-end brand
Hong Kong. �ver
Chinese and using new technolo-
the last few years,
Hong Kong Mar- gies.
they have success-
ket, The Three
fully obtained three
Kingdomes Su- �eturning exhibitor,
product licenses for
perfun which D&H Inc, licensor
Hong Kong and Chi-
has been published in Korea and Willy of iloveegg has named Wao World as
nese markets, includ-
The Chick. its representative in Japan. The deal fo-
ing a European foot-
Characters currently appear on anima- cuses both on organizing production of
ball club – AC Milan; a
tion, comic boks, merchandise, games the new iloveegg animation and creat-
worldwide game brand
and mobile content. ing a merchandising program in Japan.
– E��� 2008; and a
Heo Dongjun, global director of il-
long-lasting sports
Smileyworld, the company behind oveegg said, “I believe that the iloveegg
brand - Admiral.
the famous smiley name, logo and flash animation which is being broad-
2007 was the first
icons, will exhibit at Hong Kong this cast on Cartoon Network Japan is be-
year that World Team
ing well received by its audiences. Dur-
Management exhib-
ing the Anime Fair 2008, many children
ited at Hong Kong, showing
and their mothers came to our booth
their collection of AC Milan licensed
shouting “Wow, it’s the iloveegg”. I
products.
could see it is becoming more and
During the three day show, the com-
more popular in Japan.”
pany had the opportunity to reach po-
The iloveegg flash animation (2 mins.
tential customers, mainly from main-
x 23 episodes) has been broadcast in
land China At this year’s show, World
Japan for the first time in the world
Team Management will be looking for
on Cartoon Network Japan five times
licensees for their latest sports license,
each day. In December 2007, it was se-
Admiral.
lected as a special feature on Korean
Day and all of the episodes were aired
Alchemy are bring their collection
over an hour, Based on this popular-
of Alchemy Gothic artworks, paintings
ity, the iloveegg title song was recently
and graphics to Hong Kong with sub-
translated into Japanese. Moving for-
www.nickelodeon.tv
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