Demonstration of tailoring of optical and physical properties of poly(phenylene vinylene)s (PPVs). Grafting of poly(n-butyl acrylate) side chains from the PPV backbones using ARGET ATRP. Significant enhancement of photoluminescence quantum yield, both in solution and in solid state of the graft copolymers compared to the ungrafted PPV macroinitiators. Graft copolymers exhibited similar glass transition temperature of pristine poly(n-butyl acrylate) as well as dry-adhesion on glass substrates.