Ad Populum has acquired Smiffys in a definitive agreement that will include Ad Populum founder and managing director Joel Weinshanker running the worldwide business.
In an official statement at the beginning of June, Smiffys said: “Following four extremely challenging years as a result of the pandemic, the subsequent supply chain crisis, and the ongoing inflationary burden on both businesses and consumers, Smiffys was required to take the difficult decision to file a notice of intention to appoint administrators.”
The takeover means that Ad Populum will leverage its product development, creative capabilities, and retail solutions to work with the existing management team at Smiffys.
“Smiffys joins the Ad Populum group of full-service, boots on the ground brands that, in this day and age, are necessary to properly service our retail partners”
Joel Weinshanker Ad Populum managing director
Smiffys will benefit from Weinshanker’s years of experience on pop culture fandoms to create coveted consumer products, collectibles, costumes, and entertainment experiences.
Joel Weinshanker said: “Smiffys joins the Ad Populum group of full-service, boots on the ground brands that, in this day and age, are necessary to properly service our retail partners. Our leading-edge marketing and technological innovation not only provide best-in-class products, but help drive traffic to our partners, creating a truly unique winning offering that is unmatched for consumer demand.”
Smiffys was founded in 1894 by Robert Henry Smith and started as a wigmaker, creating court and surgical wigs. It has since successfully created a consumer dress-up brand, recognised by millions. The company distributes nearly 5,000 products to over 1,700 stockists around the world with over 26 million items shipped every year.
Ad Populum aligns corporate strategy and fosters growth across its unique, robust roster of subsidiary companies. AITs subsidiaries include NECA, the industry leader in pop culture action figures and collectibles and Rubies, the world’s largest designer, manufacturer, and distributor of Halloween costumes and accessories.
