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.

Smiley Expands Rubik’s Brand

Branded preschool, plush, wood, electronics, puzzles and more will be highlighted at the European toy fair.Smiley Rubik

The Smiley Company will further extend Rubik’s presence at the Nuremberg Toy Fair with a raft of new toy categories.

These new categories include baby and preschool, wood, plush, electronics, outdoor, construction, table top puzzles, arts and crafts, and trading cards.

“This is the first time Rubik’s has exhibited as a complete brand opportunity in Nuremberg,” says Nicolas Loufrani, chief executive officer, Smiley Company. “We will be showcasing all the brand extension possibilities that are offered to official Rubik distributors and selected licensing partners, leaders in their categories. The Smiley studio team has been working on very unique new concepts that will leverage Rubik as the leading brand to make kids grow smart and look smart.”

Additionally, The Smiley Company has recently signed a host of deals for Rubik’s, including Eaglemoss for partworks; Egmont for children’s books and magazines; Fabric Flavours for apparel for kids and babies; Fantasma for Rubik’s magic; Hemma for children’s books; The Lagoon Group for gifts and publishing; Paladone for novelty gifts; Paragon Creative for themed attractions; Stylus for stationery and novelties; and Umur for back-to-school.

Rubik’s will be at the Nuremberg Toy Fair, Feb. 1-6, at Booth C-09.


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