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
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."
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