DTR inked with US music lifestyle retailer.
The Smiley Company has signed a key direct to retail deal with US retailer, Hot Topic.
The initial product range will include T-shirts, badges and stickers.
Hot Topic has 688 stores in the US and targets the ‘alternative’ teen market, with major lines being licensed music and punk rock culture clothing.
This deal capitalises on the fact that the yellow smiley symbol already appears on alternative clothing, and is widely used throughout punk imagery.
The SmileyWorld range will be sold in Hot Topic stores, along with a ‘Print on Demand’ option online which will allow teens to “express their personalities by customising and creating their own SmileyWorld products” in store.
Nicolas Loufrani, CEO of The Smiley Company, said: "We are really very happy to offer our products at Hot Topic, we believe they are the coolest retailer for SmileyWorld to reach SmileyWorld's target audience of teenagers in the US."
Ten per cent of all royalties will go to charity through the Smiley World Association, which was formed in 2005 to help provide healthcare and education in third world countries.