SmileyWorld eyes up new opportunities

Brand signs giftware licensee Edit for range of emoticon inspired contact lenses.
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Fashion contact lense supplier, Edit has partnered with The Smiley Company to create a collection of emoticon inspired lenses.

Called EyeMotions, the range will consist of 21 different designs aimed at 18 to 35 year olds.

The lenses will launch at the beginning of February, followed by an accessories range in June. Both will be available in gift and costume stores, opticians, plus through mail order and online.

The launch will be supported by in-store POS, plus presence at trade shows in Europe and Canada.

"Edit is the first and only company to date in the novelty lens industry to partner up with licensors," said Nimesh Radia, co-founder of Edit Wholesale. "We are extremely pleased with the latest licence."

Nicolas Loufrani, MD of SmileyWorld, added: "I am amazed at how creative the Smiley studio can be in creating incredible concepts for our partners. Our EyeMotions is probably the most interesting one of the year."


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