The Smiley Company has secured a direct-to-retail partnership with Moonpig as the greeting cards retailer launches its SmileyWorld collection across the UK, USA and Australian markets.
The partnership was concluded after Moonpig met the Smiley team at PG Live 2017, the first time the brand has exhibited at a dedicated greetings show.
Smiley brand director, Daniel McGeehan, said: “We are really pleased to announce the Moonpig deal to the trade. It’s a key partnership and will provide the perfect anchor for our brands’ evolution into the greetings card business.
“What is important to Smiley is finding the right partners who share our vision for the brand and are structured to grow quickly.”
The new partnership will see the creation of a new customisation feature, allowing consumers a photo upload feature.
Sarah-Jane Porter, head of licensing at Moonpig, added: “We are thrilled to be working with SmileyWorld. Our customers have been searching for emoticons on our site for a while so we are really pleased to be able to offer this range of personalised cards, mugs and t-shirts.
“We have developed a broader design direction initially to appeal to kids and young adults, I think the range will be successful as SmileyWorld is such an iconic brand.”