Firm to create official 40th anniversary art collection.
The Smiley Company is joining forces with fine art firm ArtOfBrands.com to create its official 40th anniversary art collection.
The range will include 40 different art subjects, which will be exclusively designed by an international network of artists. The collection will launch in September at Maison & Objet, presented alongside a limited edition line of artworks which will be auctioned off for charity at the end of 2012.
The collection will be the basis for a touring Smiley expo to be held in major capital cities during 2012.
Partner stores will distribute and sell Smiley's fashion collections, as well as a selection of ranges and products from some selected licensees. Smiley art will be a key feature of the expo and will sit alongside special in-store promotions and parties to help celebrate the 40th anniversary.