After reasserting itself in the UK and Europe, the Smiley brand is heading for the US following a deal with high profile art merchandiser Museum Masters International.
A number of Smiley products such as luxury fragrances and 3D jigsaw puzzles have already launched in Europe, and now the firm is hoping the American market will also take the brand to its hearts.
"Smiley feels great. It's familiar. It opens the door to 'hope'," said MMI's president, Marilyn Goldberg. "Partners in the American market will love the brand's familiarity and acceptance, no matter who their customers are. Smiley has a welcoming look and an old-fashioned comfort zone, like a warm glowing fireplace surrounded by stone."
MMI has some ambitious plans for Smiley. It is hoping to launch an animation series, a Smiley Museum of children's art and a retail franchise with free-standing and shop-in-shop stores, in addition to licensed products.
The first product lines will include stationery, tableware, fashion items, sporting goods, baby, toddlers and children's products, games and toys.