The Smiley Company has put pen to paper on multiple licensing deals as part of its 40th anniversary programme.
The famous Smiley symbol will appear on a variety of products including clothing, jewellery, bags and homewares across multiple territories. For the Smiley-Happy Collection, aimed at young adults and teenagers, Re-launch will produce a range of t-shirts and hoodies exclusive to the European retail chain The Sting.
On the homewares front, a deal with ECP Desgins will grow the Smiley-Happy Deco range with the UK licensee producing mugs, egg cups, coasters and money tins. Asian licensee Guenjo will make 40 different homeware and electrical goods to be sold in Chinese department stores.
A deal with Thermos will see the Smiley design used on tumblers, mugs and lunch bags. Karactermania will produce SmileyWorld bags, luggage and accessories for sale throughout Europe. UK firm JSC Jewellery has created a line of Italian charms and bracelets using the Smiley symbol.
Moving further into the digital sector, SeeUIn will create virtual items and gifts to be used across social networking sites and in virtual worlds, while e-card firm Jeego have licensed the Smiley to use in its established greetings card app.
Nicolas Loufrani, CEO of The Smiley Company, said: "The launch of our 40th anniversary programme is triggering fantastic reactions from the marketplace and our complete repositioning of the past few years now seems to start paying back."
Last week, the company signed a major deal to sell SmileyWorld products in HotTopic’s 688 US stores.