Hamburg, Germany – April 9, 2025 – With global tariffs, economic shifts and digital disruption reshaping the marketplace, the emoji brand demonstrates how IP licensing can drive brand value, cultural relevance and cross-border resilience – just in time for Licensing Expo.
As global markets face increasing pressure from inflation and tariffs to shifting supply chains and digital consumption redefining brand engagement, companies are rethinking how to scale globally while staying culturally relevant. Licensing has emerged as a critical strategy for maintaining relevance, generating revenue and building resilience. Strategic licensing enables brands to navigate uncertainty by expanding into new categories, entering global markets and meeting consumers where they are: online, on-the-go and across cultures.
One company that has turned this strategy into a global success story is the emoji brand, converting the universal language of emojis into products, experiences and collaborations that transcend borders. In the face of growing uncertainty across industries, their model offers a blueprint for brands aiming to remain agile, relevant and deeply connected.
Ahead of Licensing Expo, License Global sat down with Marco Hüsges, founder and chief executive officer, the emoji company, to explore how the brand continues to innovate, expand and scale through licensing. It’s all part of building long-term brand value in a digital-first, globally challenged world and why now, more than ever, the stakes (and the opportunities!) have never been higher.
License Global: Why is Licensing Expo an important event for the emoji company, and what are your goals for this year’s show as an exhibitor?
Marco Hüsges: Licensing Expo is a key event for us as it brings together the global licensing community under one roof. It is a great opportunity to showcase the continued evolution of the emoji brand and connect with potential partners across multiple industries. This year, our focus is on expanding our presence in collectible toys, lifestyle and location-based entertainment (LBE), as well as strengthening our relationships in key growth markets. We are excited to demonstrate how our brand resonates across demographics and cultures, making it a valuable asset for licensing collaborations worldwide.
You’ve recently announced partnerships in fashion with OddBalls, jewelry with Gnoce, home décor with Blop and more. How do these deals reflect the evolution of the emoji brand?
These partnerships showcase our ability to seamlessly integrate into different industries while maintaining brand consistency. OddBalls, for example, brings a playful and vibrant twist to underwear, while Gnoce transforms our brand into high-quality jewelry with different emoji characters. Blop’s home décor line further reinforces the versatility of the emoji brand in everyday life. Each collaboration demonstrates our adaptability and our ongoing efforts to stay relevant in an ever-changing consumer landscape.
The emoji brand continues to expand across multiple categories, from apparel and accessories to home goods and LBE. When developing new collaborations, what do you look for in a licensing partner?
We prioritize partners who share our commitment to quality, creativity and innovation. A great licensing partner understands how to integrate the emoji brand in a way that feels authentic and fresh while maintaining our core identity. We seek brands that push boundaries – whether through bold fashion statements, unique product applications, or interactive consumer experiences. Additionally, we value partners who have strong distribution networks and the ability to scale within their respective markets.
With new agency appointments in key markets like the U.K., Italy and Latin America, how do you see the global reach of the emoji® brand growing in 2025 and beyond?
Our strategy has always been to build a strong global presence while catering to local market preferences. With our new agency partnerships, we are strengthening our footprint in high-potential regions and ensuring that the emoji brand continues to grow in meaningful ways. By working closely with local experts, we can better tailor our offerings and engage with consumers in ways that resonate culturally and commercially. In 2025 and beyond, we see exciting opportunities to deepen our market penetration and explore untapped categories.
How do you approach innovation in licensing, particularly as the digital and consumer landscapes continue to shift?
Innovation is at the heart of everything we do. We continuously explore new formats, whether it is through digital initiatives and interactive experiences such as games, gambling projects or blockchain games. The rise of the metaverse and immersive retail experiences all present exciting opportunities for brand expansion. Our goal is to stay ahead of trends while ensuring that our licensing initiatives remain relevant, engaging and consumer-driven.
With a strong track record of partnerships across various categories, who are you hoping to connect with at Licensing Expo this year, and what types of collaborations are you looking to explore?
We are particularly interested in forging new relationships in the toys, gaming, beauty and premium lifestyle segments. Additionally, we are looking to expand our presence in experiential retail and entertainment-driven collaborations. Licensing Expo provides the perfect platform to engage with forward-thinking brands that can take the emoji® brand into new, exciting territories. We are eager to meet partners who share our vision for innovation and creative storytelling.
What’s next for the emoji company? Are there new launches, categories or markets on the horizon?
The next phase for the emoji company includes our global expansion into location-based entertainment with emojiplanet® centers, zones and pop-ups around the world, offering a wide range of arcade, redemption, sports and entertainment machines which partners can experience on our booth in Vegas. Together with our partners we have built a vast merchandising portfolio of more than 200 SKU´s which guarantee maximum fun and value to the consumer when enjoying the emojiplanet® experience. We want the consumer to touch and to feel our brand and strive to expand rapidly around the globe. We also aim for a continued growth in fashion and lifestyle collaborations and deeper integration into the digital ecosystem. We are also exploring new sustainability-driven product lines, ensuring that we align with the evolving values of today’s consumers.
