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Smiley teams with Kai Zheng for new apparel line

Smiley is joining forces with Chinese celebrity, Kai Zheng, to develop a new apparel collection with fashion brand, Dueplay.

Launched at Galeries Lafayette Beijing with a pop-up activation this month, Zheng, the founder of Dueplay partnered up with Ring Chow, CEO of Liberation, to design the Smiley line.

Boasting a variety of items including slogan T-shirts; ‘Keep it up’, ‘Victory72’ and ‘I like Running’, the line has been inspired by Smiley’s Happy Sports brand philosophy.

Smiley has always been appealing to celebrities thanks to our positive values. We are now going one step further by co branding with a celebrity brand designed by Kai Zheng, the star of the widely popular Chinese variety show, Running Man,

said Nicolas Loufrani, CEO of Smiley.

“He is totally aligned with the Smiley spirit and will help us spread it throughout China, in Smiley stores as well as online via the MyMM platform, created by our partner, the Lane Crawford Joyce group.”

The new range is available through online channels of Dueplay and through retail outlets and online via Smiley and the MyMM 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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