Monotype hopes for sticky business with Swyft Media
Typeface technology company Monotype Imaging (TYPE) is hoping its purchase of Swyft Media will give it a sticky new business. Monotype purchased the startup last month for $12 million, with the possibility of an additional $15 million if Swyft Media meets certain performance criteria. Swyft works with brands and advertisers to create digital stickers, emoticons and themes that consumers use in mobile messaging apps. Swyft has created branded mobile content for over 300 brands, including entertainment companies and college sports teams. Swyft has developed sticker campaigns for brands like DreamWorks Animation (DWA), Hearst, MillerCoors, Sony (SNE) and Walt Disney (DIS), among others. With Swyft’s digital stickers, consumers can customize their messages with themes like Disney’s “Frozen” or the University of Florida Gators. Swyft Media’s expertise in the emerging world of branded, in-app mobile messaging content is expected to help Monotype reach a new set of customers (namely millennials), with an…