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Smiley and Auchan announce cross category promotion

Smiley has announced a new partnership with leading French supermarket and hypermarket chain Auchan, marking the brand’s 20th anniversary.

This promotion forms part of the brands strategy to give back to its licensing partners by helping them to ‘sell more Smiley products’, as well as opening the doors for new distribution opportunities to some of the world’s leading retailers.

Auchan have created a special catalogue of Smiley products that will pay homage to the brands 20th anniversary and spread happiness to its customers by showcasing a wide range of cross-category products including; apparel, food, home décor, kitchenware and publishing, from a number of licensees including; Brands & fashion, EMTEC, Gers Equipment, Dragon d’Or, CTI, Giraudi, Sevenday, McCormick, Bonbon Buddies, Internsack, Compagnie Patissiere, Biscuiterie de L’Abbaye, Tendriade, Rolland R+R, L’Abeille and Vittel. 

“We are very happy to have the opportunity to celebrate the 20th anniversary of the Smileys with Auchan, commented Smiley CEO Nicolas Loufrani.

"With 4 pages in their catalogue dedicated just to Smiley and with tens of thousands of products bought from 18 licensees across categories such as food, beverages, gifts, home decor and accessories, it is the most ambitious program we have ever developed with a French retail chain.”

The promotion will run from the end of March into April 2017 and will also feature a selection of in-store animations, poster campaigns, a microsite and a DIY digital app.

About Robert Hutchins

Robert Hutchins is the editor of Licensing.biz and ToyNews. Hutchins has worked his way up from Staff Writer to the position of Editor across the two titles, having spent some six years with both ToyNews and Licensing.biz, and what now seems like a lifetime surrounded by toys. You can contact him by emailing robert.hutchins@bizmedia.co.uk or calling him on 0203 143 8780 You can even follow him on Twitter @RobHutchins3 if ranting is your thing...

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