Smiley Company expands toy and gift lines

Cardelicious, Hoptimist and Suzycard among others all now on board.
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The Smiley Company has expanded its gift, toy and stationary offering.

The firm has signed up a number of new partners across the categories.

Cardelicious is adding to its greeting card range, with an equally amusing and design driven oyster card holder featuring the brand.

Meanwhile, Hoptimist sees the pan European and US launch of the Danish gift icon originally designed by Danish cabinetmaker Hans Gustav Ehrenreich in 1968, with the gift using the Smiley Original icon.

Suzycard (a subsidiary of Herlitz) launches its SmileyWorld slogan-led greeting cards collection in Germany, Austria and Switzerland; while Pyrogiotchi, Smiley’s Italian partner for indoor fireworks brings its latest collection beyond Italy and into GAS.

Finally, Pink Paws Stickerz (PPS) has released a sticker set and album pack for the Nordic, German and UK territories.

"As a brand, we’re happy to see that our partners continue to develop new collections and ranges using our updated style guides," said Smiley's marketing director, Daniel Jay. "Too often, licensing partners attempt to limit product development by continuing previous seasons. This is a problem we rarely have, given the enthusiasm of our licensees to build our brand credibility and the driving force from our studio to continue creating consumer relevant and exciting design.

"From a marketing perspective, to see additional growth in new territories; our footprint is expanding and the brand becoming more recognisable with every new launch."

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