Brand boasts 12 partners across Europe in the back-to-school category.

Smiley is continuing to expand its presence in the back-to-school market with the addition of 12 licensees in key territories including France, Italy, the Netherlands, Russia and Mexico.

Among the brand's BTS licensees are Alpa, Pelikan Herlitz, Lannoo, Sportandem and The Stationery Team.?

“Back-to-school licensing partnerships continues to be one of our best performing licensing categories," says Nicolas Loufrani, chief executive officer, the Smiley Company. "With over 12 back-to-school licensees right across Europe and Central America and our products stocked in some of the region's leading retail chains that includes Carrefour, Coop and Leclerc. Our focus as a business is to create a total lifestyle brand, and the back-to-school market is a key ingredient in this, by creating trend-inspired style guides this helps inspire our partners to create a wide range of products that allows their consumers to 'express themselves.'”