Smiley Licensing has agreed an exclusive deal with Jennyfer, a major European retailer of affordable, ready-to-wear fashion for girls, to launch the Smileyworld brand for teenagers in all of its 350 stores throughout Europe.
Using the Smiley style guide, the range will reproduce messages and icons with a fresh, upbeat, summery feel. T-shirts, sweatshirts and underwear in sizes from XS to L will be available.
Supporting the launch, Jennyfer - which also sells costume jewellery from Smileyworld licensee SID Bijoux - is highlighting the range in all of its window displays, as well as organising a sweepstake on its website, where visitors will have the chance to win Smileyworld gifts.
Plasma screens in Jennyfer shops will promote the sweepstake and show videos of photo sessions with models wearing the range.
Smileyworld itself will be organising a PR blitz targeting teen fashion publications. Ten per cent of the royalties collected by Smiley Licensing will also go to the Smiley World Association, which finances social projects.
"The Smileyworld brand has a particular appeal to young people which fits in perfectly with the Jennyfer customer base," explained Pascaline Petit, marketing manager for the retailer. "It's fresh, attractive and ideal for a summer promotion. We are delighted to be launching the Smileyworld brand for teenagers."
Nicolas Loufrani, CEO of Smiley Licensing, added: "This is a fantastic deal for both partners. Jennyfer is able to exclusively launch this special range, which uses icons and messages based on one of the most recognisable brands in the world.
"Smileyworld is able to offer a full range of products through a major European name in youth fashion backed with promotional support for the brand and the range both in-store and on the web. It's a great deal which benefits everybody."