SmileyWorld enters pre-school market

The Smiley Company has unveiled its latest property, AniSmiley.
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The new addition to the Smiley family is a collection of SmileyWorld characters targeting two to five year-olds.

Each AniSmiley character has a distinct personality which is revealed through a unique and exciting adventure encouraging young children to explore different emotions they are confronted with everyday.

AniSmiley’s will launch in May, throughout France, with an initial four title publishing programme followed by the release of four more titles in September and a further four in March 2011 by French publishing house Livres du Dragon d’Or.

Nicolas Loufrani, CEO of The Smiley Company, said: “This new set of characters has been created to bring the values of SmileyWorld to pre-school kids. I wanted to create something radically different from the emoticon characters that SmileyWorld is currently recognized for and animals seemed to be the perfect choice to get this message across.

"This new set of characters have been created to target the pre-school market without encroaching on the teen market that the SmileyWorld brand currently targets, making SmileyWorld a multi-dimensional brand for both children and teens to enjoy.

"I have been working on the AniSmiley project since 2000 and it has slowly progressed over the years with the help of my in-house design team in London and now I feel that it is the right time to launch this exciting new property”.

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