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Smiley launches kitchenware with Rewe

As The Smiley Company continues to celebrate its 20th anniversary, the firm has teamed up with German retail chain, Rewe.

The new deal will see Smiley expand its presence across the German market, with a brand new line of kitchenware and a catalogue promotion, which is being rolled out this week.

The collection comprises biscuit tins, plates, trays, mugs, egg cups, thermos flasks and a spatula, which all boasts expressive Smiley icons and positive messaging.

“We are very happy to launch our 20th anniversary collection in the Rewe catalogue and to have worked on this DTR with the very creative and dynamic team handling private labels for their Vivess brand,” said Nicolas Loufrani, CEO of Smiley.

“I think the range designed by the Smiley studio is really original and will be a real success.”

The catalogue promotion will also see Smiley promote a variety of electrical equipment from Rewe under the ‘Happy Breakfast’ theme. 

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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