Whateversmiles to develop The Little Prince universe in Japan

10, Feb, 2023

The Little Prince Licensing has appointed Whateversmiles Corporation, a subsidiary of Medialink Group set up in 2017, as the exclusive master agent for Japan for five years starting 1 January 2023. The appointment stands as a significant milestone, marking the expansion of Medialink to new territories. Whateversmiles will manage the licensing of The Little Prince brand consumer products, build retail relationships, and work with local licensees on cross-promotional activities. Medialink Group has already managed the image of the Le Petit Prince brand in China and Asia since 2005.

The Little Prince is the work of French Author, journalist, and pilot, Antoine de Saint Exupéry, published in 1943. Its story, profound and idealistic, shedding light upon life and human nature is well-loved by readers worldwide. The book, which has been translated into more than 500 languages and dialects, has been a bestseller with more than 200 million copies sold so far. Moreover, The Little Prince has left his mark in films, musicals, records, and stamps.

Olivier d’Agay, Head of the Saint-Exupéry Estate, says “For 18 years, we have worked closely with Medialink to promote our evergreen ‘The Little Prince’ brand in Hong Kong, China, and South East Asia, which has been a unique experience. Together we have shared the success of a long-term promotion campaign built on humanistic values and authenticity. With an appropriate vehicle, we are ready to develop a host of new projects in and for Japan and continue to contribute to a better world.”

Noletta Chiu, Executive Director of Medialink, said: “We are happy to continue our long-standing ties with The Little Prince, which started back in 2004. In the past 18 years, cooperating with The Little Prince Licensing, we have succeeded in bringing the brand to life in Greater China and SEA. Building on this successful partnership, we will tailor for The Little Prince a crosscategory program that targets brands in such realms as fashion and accessories, novelties, stationery, and homewares, and mount promotions that cover all demographics in Japan.”

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