Smiley’s designs will appear on more than 70 pieces of apparel.

GLOBAL—SmileyWorld has teamed up with U.K. fashion retailer Primark and Penneys for a major retail launch and marketing campaign.

The Smiley x Primark collection features more than 70 pieces of urban-inspired apparel for tweens, teens and young adults including holograph t-shirts, custom printed denim, nightwear, accessories, footwear and more.

“The SmileyWorld x Primark Collection is about wearing clothing your own way and expressing your outer happiness. Smiley continues to successful grow our apparel, accessories and footwear division through world-class retail partnerships. This new collection provides another glimpse into the work we are doing with our partners, marrying on-trend product development with engaging marketing activities that resonates with tween and teen fashionistas,” says Maria Raposo, vice president, marketing, SmileyWorld.

The launch will be supported by an integrated online and in-store marketing campaign including custom POS programs, window displays and in-store events.

The Smiley x Primark collection will be available this month at Primark and Penneys locations throughout Europe and the U.S.