The Smiley Company has added Herlitz to its list of stationery licensees, which already includes Cartorama and Lannoo Graphics.
The agreement covers stationery and back to school bags.
Nicolas Loufrani, CEO of The Smiley Company, said: “I have been dreaming for years to work with Herlitz as it is one of the biggest and most credible licensees in Europe.
“They are the definite market leader in German speaking countries which are the only financially stable markets in Europe and a key to our growth.”
Launching soon, the range will sell in Germany, Austria, Switzerland, Poland, Czech Republic and Hungary in independent stores, specialised chains, supermarkets and hypermarkets.