As Sony Pictures Animation’s The Emoji Movie speeds toward its July 28 US release, J&M Brands has signed on 15 new licensing partners in the Benelux region.

The new partners include TM Essentials (arts & crafts), Aymax (bedding and home décor), Frajodis (coloring and activity books), Funny Products (sticker sets), Global Industry (storage, inflatables, lighting and gift), Hallmark (greeting cards and calendars), Hoomark (gift wrapping), Little Concepts (hair accessories and jewelry), Mepal (lunch boxes and travel mugs), Speelgoedland (toys and games), TBL (clocks and watches), Top Brands (personal care), Van Der Erve (apparel) and Publisher De Leeuw (publishing).

The products are expected to be available in the region by July, ahead of the movie’s August 10 Benelux release. The film follows Gene, an emoji with multiple emotions, who lives in the world inside smart phones where everyone else only has one emotion.

The licensee announcements follow Rocket Licensing signing the film’s first partners for the UK and Ireland back in January.