The emoticon brand will also be used to promote a range of electrical equipment.

The Smiley Company has partnered with German retail chain Rewe to launch an exclusive line of kitchenware and a catalogue promotion.

The signature collection consists of biscuit tins, thermos flasks, plates, mugs, egg cups, trays and a spatula, all of which feature Smiley icons and positive messaging.

Meanwhile, the catalogue promotion will use Smiley to promote a range of electrical equipment from Rewe under a “Happy Breakfast” theme and will feature Smiley’s new 20th anniversary branding.

"We are very happy to launch our 20th anniversary collection in the Rewe catalogue and to have worked on this direct-to-retail with the very creative and dynamic team handling private labels for their Vivess brand, I think the range designed by the Smiley studio is really original and will be a real success,” says Nicolas Loufrani, chief executive officer, Smiley.

The Smiley kitchenware products are now available in more than 3,000 Rewe locations throughout Germany.