Editors' pick: Originally published Jan. 31.
Not all emojis are free.
While companies like Apple (AAPL - Get Report) , Alphabet's Google (GOOGL - Get Report) and Microsoft (MSFT - Get Report) all have their own emoji libraries for iPhone, Android and Windows phone users to play with, there is such a company called The emoji company who is the owner of the registered emoji ® trademark and owner of more than 450 trademarks globally.
Hamburg, Germany-based Emoji company GmbH made headlines Tuesday as the company announced it had purchased SABAN BRANDS trademark "emojiville" including all related assets and domain rights from the Sony Pictures Animation, which is producing a 3D computer animated film called The Emoji Movie, to be released on Aug. 4.
The emoji company has more than 230 active relationships with reputable license partners from all over the world including Kellogg (K - Get Report) and Domino's Pizza (DPZ - Get Report) . The company unveiled a TV & on-pack promotion for Kellogs' Choco Pops in India and launched a cross-promotion for Domino's Pizza in Mexico last year, allowing the two corporations to use their licensed emojis on food packages, print ads and TV commercials.
Just a week ago the emoji company announced its licensing agreement with Sony Pictures Animation which allows Sony Pictures Animation to use the term "emoji" for the upcoming movie.
Seller Saban Brands was formed in 2010 as a subsidiary of Los Angeles, Calif-based Saban Capital Group to acquire and develop a portfolio of properties that speak to the company's track record in monetizing consumer brands consumer brands. Saban Brands has franchises that cover well-known brands including Power Rangers and Paul Frank Industries.
"The acquisition of the 'emojiville'-trademarks was a logical step for us to strengthen and extend our global brand strategy" says Marco Huesges, CEO of the emoji company in a statement. "Based on our various trademarks and IP´s we are proactively developing new brand concepts to address different target audiences and to support our global partners with fresh and powerful marketing concepts."
The emoji company's primarily focus on merchandising, promotions and loyalty programs have also allowed the company to reach out to emoji fans through in-store emoji decorations in Hong Kong and Turkey as well as emoji imprints on apparels.