PARIS– Smiley, the creator of the emoticon, is joining forces with international sales powerhouse PGS Entertainment and OuiDO! Productions (“Alvinnn!!! and The Chipmunks”) to launch an original animated TV series around the brand.
The new series, which skews children from 4 to 7 years old, will be produced by OuiDO! Prods. and associate producer Theresa Plummer-Andrews who will oversee the development.
Plummer-Andrews previously worked as head of acquisitions, animation and co-productions for CBBC and CBeebies.
Smiley, the IP owner, will be in charge of all related brand development and will be executive producer on the series. PGS, whose slate includes such franchise-based skeins as “The Little Prince,” “Playmobil’s Super 4 TV series” and “Iron Man” will rep the show in international markets.
“Smiley has been more than a spirit and philosophy. It’s a wonderful reminder to people everywhere of how powerful a smile is and how much a simple smiley can change both your life and the lives of others around you,” said Smiley CEO Nicolas Loufrani.
Added Loufrani, “Working on a TV series for kids today enables us to spread our values to younger audiences throughout the world, making it a happier place. It’s a natural expansion, after 42 years of success, to give life to the famous brand founded by my father and the emoticons I created in 1997.”
Sandrine NGuyen, executive producer for OuiDO! Productions, said the Smiley characters allows the company to “create a fascinating universe of comedy and adventure, aspirational to (its) audience.” She added “The possibilities for character development are endless.”
“For the first time in kids TV, we have a universe that provides us a wonderful opportunity to help kids understand a range of emotions, while always emphasizing the positive,” continued Theresa Plummer-Andrews.
Guillaume Soutter, president of PGS’s Hong Kong branch and co-founder of PGS, pointed out “Smiley (was) an icon for kids and parents that provides endless comedy potential with the ability to understand emotion in a fun and entertaining way.”