emoji
The emoji company GmbH is a Hamburg-based global brand licensing business that owns the registered emoji® trademark across 150+ countries and licenses over 25,000 brand icons to more than 1,300 corporate clients spanning FMCG, entertainment, fashion, automotive, and promotional goods categories.
- Company typePrivate
- Founded2015
- HeadquartersHamburg, Germany
- Headcount11–50
- GTM typeB2B
- OfferingServices
What emoji does
The emoji company GmbH is a Hamburg, Germany-based global lifestyle brand licensing business founded in 2015 by Marco Hüsges. The company is the exclusive rights owner of the registered emoji® trademark in up to 45 classes across more than 150 countries and maintains the world's largest library of emoji brand assets, with over 25,000 copyright-protected icons and designs and more than 1,000 word and image marks. Rather than building technology products, emoji company monetizes its intellectual property by licensing brand icons, characters, and designs to third-party manufacturers and brand collaborators across consumer goods, entertainment, fashion, automotive, and promotional categories.
The business operates exclusively through a licensing-royalty model, earning fees on licensee wholesale sales rather than selling products directly. Go-to-market is channel-partner driven: the company appoints regional licensing agents (Big Picture Licensing in the UK, Bridge Licensing in Canada, Markettcom in MENA, Develop Licensing/Roundos in Mexico, ETS Group in Italy, ON Licensing in Ukraine, and Medialink in Greater China) who originate and manage local deals. The company serves more than 1,300 corporate clients including FMCG retailers (ALDI Belgium, EDEKA), automotive OEMs (Chevrolet, BYD), fashion platforms (Zalando, SHEIN), telecommunications (O2), entertainment operators (Player One Amusement Group, UNIS), and consumer-electronics brands (ELEGOO).
The portfolio extends beyond core brand licensing into owned entertainment and gaming properties, including the emojitown® animated YouTube series (800M+ views), the emoji kart® PlayStation racing game, the forthcoming emoji Marble Dash mobile/PC game (2026), and the emojiPlanet® location-based entertainment concept (first venue opened January 2026 in British Columbia). Licensee trade volume exceeded USD 3 billion over the past 5 years across 150+ countries. The company has been recognized as a top-150 global licensor (ranked #78 in License Global 2025) and was ranked third globally behind Lego and Coca-Cola in the Licensing.biz Powerlist 2017.
emoji firmographics
Firmographics- Name
- emoji
- Legal name
- emoji company GmbH
- Website
- https://emoji.com
- Company type
- Private
- Founded year
- 2015
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- The emoji company GmbH is a Hamburg-based global brand licensing business that owns the registered emoji® trademark across 150+ countries and licenses over 25,000 brand icons to more than 1,300 corporate clients spanning FMCG, entertainment, fashion, automotive, and promotional goods categories.
- Ownership category
- akta.pro rank
emoji industry classification
Industry- Product category
- Brand Licensing
- NAICS
- Hobby, Toy, and Game Retailers (45912), Doll, Toy, and Game Manufacturing (339930)
- SIC
- Games, Toys & Children's Vehicles (No Dolls & Bicycles) (3944), Costume Jewelry & Novelties (3960)
- akta.pro primary industry
- Merchandising, Character & Brand Licensing (MPADALAF)
Keywords
Where emoji is headquartered
LocationHeadquarters
- HQ city
- Hamburg
- HQ country
- Germany
- HQ region
- Europe
Offices1 record
Markets served
emoji business model
Business model- GTM type
- B2B
- Offering type
- Services
- Cost components
- Personnel, Operations, Marketing or Sales, Others, Technology or R&D
Revenue model
- Licensing Royalties: The company generates revenue by licensing its emoji brand trademark and design assets to third-party companies for use on consumer products, promotional campaigns, and entertainment properties. Licensees pay royalties for the right to use emoji brand icons and designs on their products.
Go-to-market motion1 record
Distribution channels3 records
Marketing channels9 records
emoji product offering
Product offeringCore offering
The emoji company licenses its emoji® trademark and a library of more than 25,000 copyright-protected emoji brand icons and designs to consumer product companies, entertainment firms, and fashion brands worldwide. Licensees manufacture, distribute, and sell emoji-branded products across categories including FMCG, toys, fashion, electronics, automotive, and promotional goods, paying royalties to the company. Beyond licensing, the company develops and owns entertainment properties such as the emojitown animated YouTube series, emoji kart® Racer for PlayStation, emoji Marble Dash gaming title, and the emojiPlanet location-based entertainment concept.
Product overview
The emoji company operates as a global lifestyle brand licensing business, offering a diverse portfolio spanning digital content (emoji brand icons, emojitown animated series, digital stickers), gaming (emoji kart Racer on PlayStation, emoji Marble Dash mobile/PC racing game), co-branded physical products (emoji Brand X My Play Watch, ELEGOO × emoji 3D printer), location-based entertainment (emojiPlanet arcade venues), and licensed merchandise across fashion, stationery, and consumer goods. The company licenses its brand icons and designs to over 1,300 corporations globally and manages a comprehensive library of more than 25,000 copyright-protected emoji brand icons and designs for licensing in up to 45 trademark classes across 150+ countries.
Differentiator
Problem solved
Functional benefit
Brands
- emojitown®: Animated YouTube series featuring emoji characters, with over 800 million views.
- emojiPlanet®
- emoji® Brand Stuxx
Products and services
- emoji® Brand Icons The emoji brand's core licensing asset: more than 25,000 copyright-protected emoji brand icons and designs available for licensing and merchandising across consumer goods, entertainment, and promotional applications.
- emojitown® Animated hit series on YouTube featuring emoji brand characters, part of the brand's multimedia entertainment content ecosystem and supporting broader IP extension across consumer products and licensing.
- emoji kart® Racer Racing game based on the emoji brand available on PlayStation 4 and PlayStation 5 platforms.
- emoji Marble Dash Skill-based arcade racing game for mobile and PC with physics-driven gameplay and animated racers representing different emotional personalities from the emoji brand universe.
- emojiPlanet® Family entertainment venue featuring emoji-themed arcade attractions, interactive zones, and party rooms, developed with UNIS arcade machines and operated by Player One Amusement Group.
- emoji® Brand Style Guides Comprehensive collection of style guides featuring emoji brand icons and designs for various trends, occasions, and celebrations available for licensees, including custom creations.
Quantifiable outcome
- Over $3 billion USD in trade sales of emoji branded products over the past 5 years
- +2 more outcomes
Companies that use emoji
Customer profileNamed customers10 records
Segments3 records
Ideal customer profiles3 records
emoji technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
emoji partnerships and signals
Strategic signalPartnerships
21 partnerships are on record, tiered major, core and minor.
- ELEGOOmajorELEGOO partnered with the emoji brand to launch the world's first co-branded 3D printer, the ELEGOO x emoji Centauri Carbon 2 Combo. The special edition printer features emoji-themed exterior design, customized user interface, and ready-to-print 3D G-code model files, priced at $489. The collaboration positions 3D printing as everyday lifestyle technology.
- ETS GroupcoreAppointed as licensing agent for Italy, San Marino, Vatican City, and Canton of Ticino, Switzerland, driving brand expansion across fashion, apparel, FMCG, promotional campaigns, hardlines, and publishing.
- ON LicensingcoreAppointed as licensing agent for Ukraine, driving expansion of the emoji brand across fashion, apparel, FMCG, promotional campaigns, hardlines, and publishing.
- Regio Just 1minorPartnership with Mexico's leading toilet paper brand to introduce collectible limited-edition travel bags featuring emoji brand designs. Launching in May 2026 across major Mexican retail chains including Walmart, Soriana, HEB, Comercial Mexicana, Chedraui, and Casa Ley.
- VualáminorPartnership bringing emoji brand designs to Vualá Sorpresa, one of Mexico's most beloved promotional platforms. Launching at over 126,000 retail points with 50+ surprise collectible items featuring original emoji brand designs.
- My Play WatchminorLaunched the first emoji brand gaming and lifestyle watch featuring built-in games (emoji Brand MERGE! and ASK emoji Brand), customizable watch faces, and emoji-inspired sound effects. Available at myplaywatch.com/emoji and on Amazon.
- Crypto Blockchain Industries (CBI)coreCBI developed emoji Marble Dash, a skill-based racing game for mobile and PC launching in early 2026. The game features animated racers representing different emotional personalities from the emoji brand universe, marking strategic expansion into interactive gaming.
- Main PapermajorMain Paper launched a comprehensive emoji brand stationery, school, and lifestyle collection across Spain, Portugal, and Italy. The collection spans backpacks, lunch bags, pencil cases, notebooks, writing instruments, bottles, mugs, diaries, and calendars. Available in more than 8,000 points of sale.
- M+ Mall (Wuhan)minoremoji brand joined hands with Wuhan M+ Mall to unveil the emoji Brand Sweet Carnival winter celebration from December 12, 2025 to January 18, 2026. Featured immersive theme zones including a 6-meter emoji Brand Christmas Tree and emoji Brand Candy Kingdom.
- Player One Amusement GroupcorePlayer One launched emojiPlanet, a family entertainment venue at Tsawwassen Mills in British Columbia featuring emoji-themed arcade attractions, interactive zones, and party rooms. Grand opening scheduled for January 24, 2026, with plans for global expansion.
- UNISmajorUNIS developed the arcade machines licensed from emoji company GmbH for the emojiPlanet entertainment venues, providing the technical infrastructure for interactive arcade experiences.
- EDEKA Nordbayern-Sachsen-ThüringenminorFirst-ever emoji brand Stuxx campaign in Germany. Shoppers at Diska and Marktkauf stores receive collectible pencil toppers with purchases. Collection includes everyday household favorites and Christmas-themed characters.
- BYDmajorPartnership extends the emoji brand from digital and consumer products into mobility and lifestyle. BYD leverages the emoji brand to transform cars into social and emotional spaces for young people, turning vehicles into expressions of personal identity. The collaboration covers BYD's Yuan family vehicles.
- Bridge Licensing InccoreAppointed as licensing agent for Canada, driving expansion of the emoji brand across all categories including softlines, hardlines, promotions, and publishing.
- REDSmajorREDS collaborated with the emoji brand to launch phone and earphone cases merging functionality with emotional expression. The collection features fan-favorite icons such as face with tears of joy and hearted eyes. Products sold via e-commerce across Greater China, Japan, Korea, North America, Europe, Middle East, Southeast Asia, and South America.
- ALDI BelgiumcoreALDI Belgium launched its sixth emoji brand Stuxx collectibles campaign. From August 23 to October 4, 2025, customers could collect 30 new house-themed collectible toys with every 15 euro purchase. The campaign includes collector's boxes with board games.
- Markettcom LtdcoreAppointed as licensing agent for MENA region, managing emoji brand expansion across Middle East and North Africa markets.
- Develop Licensing / RoundoscoreAppointed as licensing agent for Mexico, managing brand expansion across the Mexican market.
- Medialink Animation International LimitedcoreAppointed as licensing agent in mainland China, facilitating partnerships with major Chinese brands including BYD, Guangdong Pacific, and others. Also involved in creative collaborations with leading brands in China.
- Big Picture LicensingcoreAppointed as licensing agent for the emoji brand in the UK, brokering partnerships with UK-based companies.
- Pop MartmajorCollaboration with Pop Mart on MEGA SPACE MOLLY 100% x emoji blind box series, launching April 25, 2025. Combining emoji brand visual language with Pop Mart's collectible toy expertise.
Scale indicators7 records
Recent moves7 records
Expansion highlights6 records
emoji competitors and assessment
Company assessmentDirect peers
- LINE Friends: Character IP licensing and retail business originally spun out of the LINE messaging app's stickers. Directly comparable as a digital-native character brand that translates into physical licensed merchandise, cafe/experiential retail, and global consumer products.
- The Smiley Company: Founder-led, privately held character brand licensing company built around the iconic Smiley face. Closest direct peer to emoji company given near-identical business model: independent IP origin, lifestyle brand licensing across fashion/FMCG/promotional products, regional licensing agents, and similar licensee categories globally.
- Miffy (Mercis bv): Character brand licensing company founded by Dick Bruna, managing the Miffy/Nijntje IP globally. Comparable in originating from a simple visual design and licensing across children's products, fashion, home, and lifestyle categories.
- Sanrio: Character brand licensing company behind Hello Kitty and other character IP. Highly comparable business model of licensing proprietary character designs across consumer goods, fashion, food, and entertainment with global geographic reach.
- Crayola: Hallmark-owned children's brand with broad licensing program across stationery, apparel, and consumer products. Comparable as a visual-identity-driven lifestyle brand with strong licensing presence in stationery and school products (overlapping with emoji company's Main Paper partnership).
- Peanuts Worldwide: Brand licensing entity managing Charlie Brown, Snoopy and the Peanuts IP. Comparable structure: pure character IP licensing to consumer product, apparel, food, and entertainment licensees globally with established retail partnerships.
- Moomin Characters: Character brand licensing company managing Tove Jansson's Moomin IP worldwide. Directly comparable as a character IP owner that licenses across toys, apparel, home goods, food, and experiential entertainment.
Broad incumbents
- Hasbro: Global play and entertainment company owning brands like My Little Pony, Transformers, and Nerf, with extensive third-party licensing programs. Comparable as a major character IP licensor operating across toys, gaming, and consumer products globally.
- The Pokémon Company International: Massive character IP licensing entity generating billions in annual licensing revenue across toys, gaming, apparel, and entertainment. Relevant as a top-tier benchmark for character IP licensing economics, but operates at materially larger scale than emoji company.
- Mattel: Global toy company with extensive licensing program (Barbie, Hot Wheels, Fisher-Price) and as licensor to third parties. Comparable as a major brand licensing player in the toy/collectible space where emoji company also operates (Pop Mart, emoji Stuxx collectibles).
Market position
Strengths4 records
Weaknesses4 records
Competitive moat5 records
Key risks6 records
Key highlights7 records
Customer concentration
emoji social profiles
Digital presenceemoji financial estimates
Financial estimateRevenue estimate
Valuation estimate
emoji leadership team
Management profileNumber of profiles
Profiles2 records
emoji funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
emoji M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about emoji
What does emoji do?
The emoji company licenses its emoji® trademark and a library of more than 25,000 copyright-protected emoji brand icons and designs to consumer product companies, entertainment firms, and fashion brands worldwide. Licensees manufacture, distribute, and sell emoji-branded products across categories including FMCG, toys, fashion, electronics, automotive, and promotional goods, paying royalties to the company. Beyond licensing, the company develops and owns entertainment properties such as the emojitown animated YouTube series, emoji kart® Racer for PlayStation, emoji Marble Dash gaming title, and the emojiPlanet location-based entertainment concept.
Is emoji a public or private company?
emoji is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was emoji founded?
emoji was founded in 2015. It employs 11 to 50 people.
Where is emoji based?
emoji is headquartered in Hamburg, Germany, in the Europe region.
How does emoji make money?
One revenue line is on record: licensing Royalties.
Who are emoji's main competitors?
Direct peers on record are LINE Friends, The Smiley Company, Miffy (Mercis bv), Sanrio, Crayola, Peanuts Worldwide and Moomin Characters. Broad incumbents are Hasbro, The Pokémon Company International and Mattel.
Does emoji have an API?
No public API is recorded for emoji.
What industry is emoji in?
emoji's product category is Brand Licensing. Its primary akta.pro industry code is MPADALAF, Merchandising, Character & Brand Licensing. Its NAICS code is 45912 and its SIC code is 3944.