The Smiley Company has signed new deals across several categories and territories including apparel, jewelery, bags, home décor gifts and digital.
Dutch company Re-launch will develop a line of t-shirts and hoodies for the Smiley brand label “Smiley-Happy Collection.” Aimed at young adults and teenagers, the line will sell exclusively at all Sting stores across Europe.
In addition the Smiley brand added two partners to its “Smiley-Happy Deco” line. U.K. partner ECP Designs created a range of mugs, egg cups, coasters and money tins based on Smiley Pop-Art graphics; and Thermos will produce a range of bottles, tumblers, mugs and lunch bags for both the Smiley and SmileyWorld brands.
Karactermania will produce a range of SmileyWorld bags, luggage and accessories, which will be available throughout Europe. U.K. partner JSC Jewelery has created a line of Italian charms and bracelets for the SmileyWorld brand.
Asian partner Guenjo will make a line of 40 different SmileyWorld homeware and electrical goods, which will be available throughout China in department store corners and specialized stores.
Nicolas Loufrani, chief executive officer of The Smiley Company, says: "The launch of our 40th anniversary program is triggering fantastic reactions from the marketplace and our complete repositioning of the past few years now seems to start paying back. A lot of new partners want to spread our happy vision of life."