Nuremberg: Smiley Partners with Simba Dickie

European toy manufacturer plans pocket money collectibles to fete the emoticon brand’s anniversary.

The Smiley Company has teamed up with toy manufacturer Simba Dickie to create a line of collectibles in celebration of SmileyWorld’s 20th anniversary.

The new blind-pack collectibles will feature 50 Smiley icons, which will double as pencil toppers and suction cups, among other items. The collectibles will also be packaged with a selection of branded stickers, including an exclusive glitter sticker for collectors.

Additionally, Simba Dickie will also be launching a range of SmileyWorld pocket money collectible toys, which will include anything from yoyos to stickers.

“I’m very happy to have joined forces with Simba Dickie, one of the largest toy groups in the world, for our first range of collectibles that is sure to capture the imagination of kids across Europe,” says Nicolas Loufrani, chief executive officer, Smiley. “Supported by a TV campaign in key markets, this fun program will help leverage the visibility of the Smiley brand with younger kids and help us grow our businesses with new audiences.”

The SmileyWorld-branded blind packs are set to hit the European market in Q2 2017.