eOne Names Brazilian Rep for SO SO Happy

LONDON: Entertainment One (eOne) has appointed Endemol Shine Brasil to manage its teen lifestyle brand SO SO Happy in Brazil. 

SO SO Happy features a collection of illustrated characters whose inspirational sayings and antics reinforce a culture of kindness through acts of encouragement, thoughtfulness, compassion and community outreach. Endemol Shine Brasil will be charged with managing SO SO Happy’s licensing, website and social media development in Brazil. eOne and Endemol Shine recently launched the property on social networks throughout the country, including Facebook, Instagram, Twitter and Tumblr.

“We’re delighted that the partnership with Endemol Shine will help us bring SO SO Happy to Brazil,” commented Ami Dieckman, the head of international licensing for Entertainment One Licensing. “The brand is now well established in the U.S. and as we look to expand into new markets, Endemol Shine’s expertise in building innovative consumer products programs and engaging audiences on social media will ensure we can replicate this success.”

"We have high hopes for the outcome of this partnership with eOne as SO SO Happy already has a strong international fan base,” added Fernanda Abreu, the director of licensing and brand promotion at Endemol Shine Brasil.

Juliana Algañaraz, the director of business development for Latin America at Endemol Shine Group, remarked: “For us, it’s very important to associate with another large and relevant firm such as eOne. SO SO Happy reflects the values that are important to society and we look forward to bringing the brand to consumers across Brazil.”