The Smileys, a new collectible concept from The Smiley Company, is set to launch at retail in Feb. after debuting to the trade at both Hong Kong and Nuremberg Toy Fairs.

Created in partnership with Splash Toys, this new brand extends The Smiley Company’s archive of icons into the collectibles market targeting kids 6-12 years old. 

“We are excited to announce that we have already secured key European retail listing for our new collectibles IP, The Smileys,” says Lori Heiss-Tiplady, vice president brand strategy, Smiley. “Bringing our SmileyWorld icons to life in a whole new way and making them even more appealing to kids. This new world, with characters, locations, and stories, will provide the perfect foundation for an entirely new line of brand extension opportunities and deepen the brands’ reach into key categories, including toys & publishing. As a business that is fully focused on helping kids explore their emotions through play and having fun, unique mix and match play pattern of The Smileys creates endless possibilities for self-expression. Helping kids learn about themselves and their emotions while playing is important to us, and emotional intelligence is a massively important phenomenon that Smiley is uniquely connected to.”

The series will launch with blister packs of three- and five- Smileys, which include a secret Smiley and also blind boxes for toy distribution and blind bags for kiosk distribution.