Smiley strikes gold in China and Hong Kong

Smiley announces new deal with Shenzhen Gold100 Art Corporation, that will see Smiley appear on commemorative gold bullion, coins and jewellery in China and Hong Kong.

The Smiley Company is pleased to announce a new deal with Shenzhen Gold100 Art Corporation, which will see them create a range of stylish jewellery and commemorative gold products in China and Hong Kong, in a deal advised by IP Innovation Partners. 

The line, which is set for launch later in 2019, will feature pendants, bracelets, necklaces, rings, broaches, 3D pendants and ornaments, commemorative coins, bars of gold and tableware, and will be distributed through banks, post offices, financial institutions and via co-branded partnerships.

Nicolas Loufrani, CEO of The Smiley Company spoke about the new deal, “Today, China is the world’s fastest-growing market for gold, driven by a society that is becoming steadily more affluent and that view purchasing gold as not only a good investment, but also a way to bring good fortune. China also has the largest jewellery market in the world, accounting for 30% of global demand and this has driven our strategy to strengthen our position in this market and segment. I believe future sustained growth in the Chinese gold market will be fuelled through more engagement with younger Chinese consumers, who see gold jewellery as means of expressing their identity, gaining social recognition and embracing cultural change. These are values well aligned to Smiley’s own, and I believe our fashion lifestyle image and authentic message of happiness and positivity continues to have a real impact on young Chinese consumers.

Sascha Voigt, CEO of IP Innovation Partners and Advisor of Shenzhen Gold 100 added: “We are very proud to have the possibility to work with such an iconic brand. The combination of our innovative and creative gold products and Smiley,  a brand who is well known all around the world, will have a big impact on the Chinese gold jewellery market. Together we will bring a smile on the faces of our customers.

Shenzhen Gold100 Art Corporation operates a number of leading comprehensive cultural enterprises, integrating creative research and development, design, production and sales. The company already holds licenses for a number of leading IP’s including; The Olympics, Fifa World Cup, Peppa Pig and the World Expo.