With the doors to Brand Licensing Europe 2023 opening in just two days’ time, we take the chance to catch up with Products of Change member, the Smiley Company to find out what the team will be showcasing in the Green Innovation zone this year.
Usha Chauhan, senior global brand and trade marketing manager at The Smiley Company, tells all.
Hello Usha, thanks for taking the time to chat! Heading into another BLE (already!) can you tell us what we can expect from Smiley Future Positive this time around? How have you been driving that conversation and action forward?
Absolutely, as we dive into another year of our BLE, it’s exciting to reflect on what Smiley Future Positive® programme has been up to. One of our key focuses this time around is showcasing the partners who have joined our Future Positive Programme in the past year.
To ensure that these partnerships align with our goals, we’ve been diligently assessing each partner against our Future Positive® criteria. This involves evaluating their commitment to sustainability, social impact, and other criteria that are central to our mission.
In terms of driving the conversation and action forward, we’ve taken several steps. We’ve engaged in regular conversations with our partners, sharing insights and best practices to collectively advance our goals. We’ve also worked on joint initiatives and campaigns to make a tangible impact in areas such as sustainability and community engagement. It’s been a dynamic and productive journey, and we’re excited to continue pushing the boundaries of what we can achieve together in the coming year.
Can you give us an idea of what you’ll be showcasing on the POC booth this year – what story/message is this giving the licensing industry?
This year at the Product of change booth, we’re excited to showcase a selection of our partners who have previously launched and have exciting launches planned for next year. Among the featured partners are HAPPY SODA, CONFITURE PARISIENNE, WOUF, HOPTIMIST, LOQI, Eastpak, Rainkiss. We’ve curated this selection to offer a diverse and compelling representation of our Future Positive® licensing portfolio.
Through these showcases, we aim to convey a message of innovation, creativity, and the power of collaboration within the licensing industry. Each partner brings a unique story and product line that reflects the dynamic nature of our industry. We want to inspire and inform industry professionals about the exciting opportunities and trends that these partners represent, sparking new ideas and partnerships for the future.
Sounds great! How has the Smiley Future Positive story evolved over the last year? What are some of the biggest achievements or successes for the brand over the last 12 months?
Over the past year, the Smiley Future Positive story has experienced significant evolution and growth. One of our most notable achievements has been the consistent expansion of our Smiley Future Positive program. Month by month, we’ve been steadily growing our network of partners who are deeply committed to making a positive impact on the world.
What sets the past 12 months apart is the innovative spirit that our partners have brought to the table. We’ve witnessed our partners spearhead remarkable initiatives that resonate with our core values of positivity, sustainability, and social responsibility. Some of our biggest successes include second ranges with Rainkiss, Wouf, Happy Soda, HOPTIMIST, LOQ.
As we move forward, we are excited to build upon these successes and continue our journey towards a brighter and more sustainable future.
How have audiences and customers been responding to Smiley’s strive for sustainable development? What has retail reaction been like?
Audiences and customers have been responding positively to Smiley’s commitment to sustainable development. We’ve seen a growing awareness and appreciation among our customer base for our sustainability initiatives. Many customers are becoming more conscious of the products they choose and the brands they support, and they are recognising the value of Smiley’s strive for sustainable development.
Customer feedback has been encouraging, with many expressing support for our sustainability efforts and a willingness to engage with products and initiatives aligned with these values. We’ve received commendations for our transparency in sustainability reporting and our efforts to reduce our environmental impact.
Moreover, our retail partners have shown a significant increase in interest and collaboration. Retailers are increasingly recognising the importance of stocking sustainable products and partnering with brands like Smiley that prioritise eco-consciousness. The retail reaction has been quite positive, with more stores showing interest in carrying our sustainable product lines and promoting them to their customers.
The response from both audiences and customers has been favourable, with a growing understanding and appreciation of Smiley’s commitment to sustainability. The retail sector’s interest is also on the rise, reflecting the industry’s shift toward more sustainable and eco-friendly offerings
What’s the next step for Smiley Future Positive, what are you setting out to achieve over the next year? What’s the long-term ambition for both Smiley and the Future Positive brand?
We already have just over 100 partners on board who fit the criteria to produce Future Positive® products with us. I don’t believe any other IPs have such an extensive program. Our long term ambition of course is to ensure they all develop as many Future Positive® products as possible. And that we increase the number of licensees so that 100% of them have a sustainable offering. I think down the line it will be made easier by the fact most of the big retailers have a clear agenda and want all of their supply chain to be sustainable by 2030.
Thanks so much for you time, Usha. Before you go – is there anything you’d like to shout about?
We recently had the opportunity to showcase several of our Future Positive Partners at Impact – Who’s Next in Paris. This event allowed us to connect with a diverse range of designers, retailers, and independent figures in the fashion world. It was an incredible platform to promote our sustainability initiatives and collaborate with like-minded professionals. Building on our success at Impact – Who’s Next, we’re planning to extend our presence at more trade shows next year.
