The Smiley Company has expanded its stationery and back-to-school portfolio by signing German company Herlitz, which joins current partners Cartorama for Italy and Spain and Lannoo Graphics for Benelux and France.
Launching this spring, the Herlitz line will be available throughout Germany, Austria, Switzerland, Poland, Czech Republic and Hungary in independent stores, department stores, hypermarkets and other specialized chains.
Herlitz will produce products aimed at children and tweens aged 9-16, and consisting of pens, pads, files, ring-binders, stickers, stationery and back-to-school bags. The range will use prints inspired by SmileyWorld emoticons, as well as the SmileyWorld ‘Music Therapy’ theme.
"I have been dreaming for years to work with Herlitz as it is one of the biggest and most credible licensees in Europe,” says Nicolas Loufrani, chief executive officer of The Smiley Company. “They are the definite market leader in German speaking countries which are the only financially stable markets in Europe and a key to our growth.”