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Benetton Finds a Home at SmileyWorld

Benetton Finds a Home at SmileyWorld

Benetton launches a kids' apparel line with Smiley.

Benetton has released a children’s apparel line with Smiley.

The Benetton x SmileyWorld collection features sweatshirts, tees, knits, denim jackets, leggings, and dresses for girls and boys from glitchy graphic patterns in primary colors for boys to reversible sequins and glitter effects for girls.

The apparel line includes a large lurex Smiley embroidery on a sweater, and expressive icons distress print dungaree dress. The range features several of Smiley’s icons, alongside slogans such as “Make Today Awesome” and “Never Sleep.”

“Benetton's launch is a great example of how our youthful and expressive icons and always on-trend style guides get our unique sense of style, fun, and humor across to the customer,” says Michaela Fass, vice president, fashion, Smiley. “This partnership is a benchmark of how we are growing our children's business through integrated product and marketing campaigns that leave a lasting impact on the consumer, as we continue to develop our business with some of the world’s leading children’s apparel retailers.”

The Benetton x SmileyWorld collection is currently in-store and available exclusively through Benetton’s network of retail outlets, alongside a shop window campaign featuring a mash-up of both brand's logos.

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