High Street chain Claire’s Accessories has signed its first direct to retail deal with The Smiley Company to manufacture a range of products under the SmileyWorld – Express Yourself brand.
The line will include 50 different products initially such aa jewellery, stationery, bags, socks, phone accessories, badges and toys aimed at the tween and teen market.
The collection will be available in over 1,000 stores across Europe and online and will launch in spring 2011.
Nicolas Loufrani, CEO of The Smiley Company, said: “We are very happy to sign this partnership with Claire's Accessories as it will reinforce SmileyWorld's position as a leading brand for teenagers.
"Our baseline 'express yourself' makes total sense when it comes to accessorising your look and expressing your personality."