The Smiley World brand has signed with youth fashion retailer Jay Jays in South Africa to create a contemporary on-trend range of T-shirts, hoodies and tank tops for boys and girls.

Jay Jays is a fast-fashion chain store, which targets style-conscious teens and young adults with affordable fashions. Originating in Australia and New Zealand, Jay Jays has more than 60 stores in South Africa since launching in 2006.

"We are very excited to have selected the Smiley World brand as part of our licensed product range for 2011," says Shaun Hoddy, managing director of Jay Jays South Africa. "The designs are fun, contemporary and allow for individualized expression which is important to our target market."

The range will launch in time for summer 2011 and will be supported by a three-week nationwide window and in-store point-of-sale promotion throughout all stores in South Africa.