Sony Pictures Animation strikes a series of licensing deals tied for the UK and Ireland tied to the upcoming The Emoji Movie, among the first since it reached an agreement earlier this year with Emoji Co. covering the use of the word “emoji.”

Rocket Licensing, representing Sony, struck deals with Centrum Books (publishing), Smith & Brooks (apparel), Akroyds (children’s nightwear and underwear), Dreamtex (bedding) and Whitehouse Leisure (plush) for products that launch in the UK starting in the spring. The Emoji Movie is slated for release in the U.S. on Aug. 4.

Sony’s agreement with Emoji Co. allows for internal development of emojis tied to the movie that are available to licensees. Emoji Co. continues to develop them based on the “classic look and feel” of the Unicode, the standard for creating emojis, says Eomji Co. CEO Marcos Husges.

The pact is the first in what potentially could be a series of agreements for Emoji Co. as it steps up of enforcement of what it claims are 400 commercial trademarks around the word “emoji,” including those covering “emojitown” and “emojiworld”, Husges told us. Sony purchased the rights to The Emoji Movie in 2015, and filed for trademarks for some emojis in October 2015.

Emoji Co. has expanded its library to 4,000 emoji, up from 3,000 in mid-2016, and has signed 275 licensing agreements since Husges founded the company in 2013. Among the licensees are the retailer Zara and suppliers PepsiCo, Kellogg’s, Ravensburger, Nestle and Nikon, says Husges.