Ultra Toys signs brand licensing deal with UK’s Smiley World

Our Bureau New Delhi | Updated on July 12, 2018 Published on July 12, 2018

Ultra Toys & Gifts Pvt Ltd, part of the Ultra Media and Entertainment Group, has entered into a licensing deal with British company Smiley World to launch consumer products and accessories in India featuring smiley expressions and emoticons.

UK-based Smiley World is the creator and copyright owner of “The Original Smiley Brand.”

Merchandise range

Madhu Kishore, Business Head at Ultra Toys & Gifts said, “Smileys are widely used as an emoticon to express happiness and joy. and we are launching a merchandise range, keeping in mind the youngsters and kids as the target audience. We will also look at launching products targeted at the corporate gifting segment. We are looking at revenues of ₹10 crore from this brand- licensing deal every year.”

In the first phase, the company plans to launch a range of products including cushions, backpacks, sling bags, stationery products, push balls and table top decorations, among others. The products are priced in the range of ₹199-₹999. Kishore said that the company will manufacture the products in its own manufacturing units in Noida and Mumbai. “In the second phase, we are planning to launch Smiley Plush Toys and other products. We intend to refresh the range of Smiley products every quarter with new smiley products.” he added.

The products will be distributed and sold across major retail stores, toy stores as well as e-commerce platforms, including its own website.

The company also plans to take appropriate steps including legal notices against distributors of pirated and fake smiley products in collaboration with Smiley World.

To launch products, accessories featuring emoticons.

Published on July 12, 2018

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